Samsung remained the world’s leading TV brand in November 2025, despite a 3% year-on-year decline in shipments that nudged its market share down from 18% a year earlier to 17%.
TCL continued to gain ground on the market leader, with global shipments up 20% year-on-year. The company’s momentum came despite a sluggish Chinese market, helped by demand in more price-sensitive regions.
“Offering high-definition technologies such as MiniLED at competitive prices, TCL has received great response from emerging markets such as Eastern Europe and the Middle East and Africa (MEA), which are relatively cost-sensitive,” said Sujeong Lim, Associate Director at Counterpoint Research.
Hisense held on to third place, but shipments fell 13% year-on-year. The brand remains heavily exposed to China, which represented 27% of its total shipments in the first half of 2025, and where shipments declined 24% year-on-year.
LG Electronics posted a 7% year-on-year increase in shipments, lifting its share from 8% to 9%. With lower exposure to China, LG benefited from stronger growth in the Americas, with shipments up 8% in North America and 29% in Latin America.
Walmart also climbed quickly into the top five, supported by the completion of its Vizio acquisition in December 2024. With its ONN brand alongside Vizio, the retailer is emerging as a stronger rival in the North American market.
Looking at the year-to-date picture through November, Counterpoint Research Director Bob O’Brien said Samsung’s lead over TCL remained more resilient, with Samsung holding a 16% share as total TV shipments fell 0.6%. He added that Chinese brands including TCL, Hisense and Xiaomi are expected to expand further in 2026, particularly in higher-growth segments such as MiniLED and mid-to-large screen sizes.
