Chinese TV maker TCL has surpassed Samsung Electronics in monthly shipment market share to claim the global No. 1 position. As Chinese companies expand their presence in the premium market following their low-price offensive, concerns are emerging that the market share reversal phenomenon could become entrenched.
According to market research firm Counterpoint Research on Feb. 19, TCL’s TV shipment market share reached 16% on a monthly basis in December last year, claiming the top spot. The gap with second-place Samsung Electronics (13%) was 3 percentage points. While total shipments in the global TV market increased only 1.6% year-over-year, TCL achieved over 10% growth during the same period.
Last year, TCL steadily increased its market share from October onward, while Samsung Electronics showed a declining trend during the same period, narrowing the market share gap to 1 percentage point as of November. Within a month thereafter, TCL caught up with Samsung Electronics, and a market share reversal occurred. However, on a fourth-quarter (October–December) basis, Samsung Electronics maintained its No. 1 position.
Another Chinese TV maker, Hisense, ranked third with a 12% market share. Hisense has a high proportion of sales in the Chinese domestic market, and as demand in the Chinese TV market stagnated, its December shipments decreased by 23% compared to a year earlier. LG Electronics ranked fourth, with its market share declining 1 percentage point to 8% during the same period.
Industry observers believe TCL rose to the monthly No. 1 position by rapidly increasing sales primarily in overseas markets. Analysis suggests that amid strengthening sanctions in the United States, including Texas blocking technology from Chinese companies such as TCL, the company found a breakthrough by focusing on sales in emerging markets including Asia, the Middle East, and Africa.
Chinese TV companies are already dominating the low-cost liquid crystal display (LCD) market with high price competitiveness. Recently, they have been expanding their portfolios to premium LCD lineups such as mini-LED, raising the threat level against Korean companies.
TCL unveiled LCD-based Super Quantum Dot (SQD) mini-LED TVs at ‘CES 2026,’ the world’s largest IT and consumer electronics exhibition held earlier this year. SQD applies quantum dot technology to mini-LED backlight-based TVs, enabling higher color expression and more precise screen control. Hisense also threw down the gauntlet in the premium LCD market by presenting the world’s first 4-color micro RGB TV.
Korean companies are pursuing a strategy of differentiation centered on premium TV lineups featuring organic light-emitting diodes (OLED). Unlike LCD, Korean companies have an advantage in OLED TVs, and as these are relatively high value-added products, profitability can also be expected.
According to global market research firm Omdia, Samsung Electronics sold approximately 2 million OLED TVs last year, representing a 38.1% increase in sales compared to the previous year. LG Electronics also sold approximately 3.22 million OLED TVs last year, maintaining its No. 1 position in global OLED TV sales.
However, there are concerns that such profitability improvement efforts may not succeed, as some high-end market demand is being absorbed by Chinese companies’ ‘premium LCD strategy.’
TCL’s absorption and merger of Sony’s TV business is also a variable as it tightens the reins in its pursuit. Industry observers believe that TCL may expand its presence not only in premium LCD but also in the OLED TV market by utilizing Sony’s technology and brand in the future.
