Global TV shipments were unchanged year-on-year at 61.5 million units in 4Q25, as a steep downturn in China was balanced by growth in North America, Western Europe and developing markets, according to Omdia’s TV Sets (Emerging Technologies) Market Tracker.
Shipments in China fell 25.3% year-on-year after government subsidies ended, with Omdia noting many consumers had already brought forward upgrades over the past year. China recorded the sharpest regional contraction, while mature markets continued to expand, with North America up 4.7% and Western Europe up 3.2%.
Developing regions delivered the strongest gains, led by Latin America & the Caribbean, up 12.5%, and the Middle East & Africa, up 9.4%. Omdia said this reflects a shift in brand focus towards international markets, as several Chinese manufacturers increased shipments overseas to compensate for weaker domestic demand.
Western Europe was the second largest regional market in 4Q25, with Asia & Oceania in third place, after both regions overtook China during the quarter. In North America, Omdia said shipments rose, but holiday sell-through was softer than expected, contributing to higher inventory levels.
Despite the decline in their home market, TCL and Hisense increased combined shipments by 2.2% year-on-year, supported by stronger momentum outside China. Their combined share of shipments into North America rose from 28.6% to 30.7% year-on-year, even as US compliance requirements tightened. Omdia said brands have redirected shipments towards the US and other overseas markets, betting demand for XXL screen sizes will remain resilient through the year.
Matthew Rubin, Principal Analyst, TV Set Research at Omdia, said Chinese brands had shown agility in their growth strategies, but that meeting new requirements and adjusting supply chains comes with added cost. He added profitability is becoming a bigger priority, particularly as component costs such as memory rise.
Omdia said premium models remain the principal driver of profitability, with TCL and Hisense positioning Mini LED as a core premium technology over the next few years. OLED shipments grew 8.6% year-on-year in 4Q25, with Western Europe, the largest OLED TV market, up 11.5%. Omdia said OLED’s ability to hold high-spending consumers will be tested as more RGB Mini LED TVs enter the market, with CES 2026 underlining intensifying competition at the premium end.
