Global TV shipments increased 6% year-on-year in the first quarter of 2026 as retailers began building inventory ahead of the FIFA World Cup, according to Omdia.
The research group said shipments reached 50.3 million units in Q1, with all regions recording growth except Mainland China, where demand remained weak following domestic stimulus measures in 2025.
Asia & Oceania was the fastest-growing region, up 13%, followed by Latin America, up 12%. Omdia said both benefited from Chinese manufacturers redirecting shipments into overseas markets as local demand softened.
North America also posted strong growth, with shipments rising 11% despite the maturity of the market. Omdia said the US, as a World Cup co-host, gives retailers a clear opportunity to promote TV sales aggressively.
The analyst firm also pointed to intense retail competition, including Walmart’s strategy to expand the reach of Vizio OS across Onn. and Vizio TVs, using connected TV advertising revenues rather than hardware margins as a core growth driver.
Despite rising memory prices affecting consumer electronics, Omdia said TV prices have remained relatively stable because of competitive pressure and the growing importance of advertising and platform revenues.
Omdia has also begun tracking RGB LED TVs, which are expected to compete initially with OLED at the premium end of the market. Shipments remained small in Q1 at 39,400 units, but are expected to accelerate through 2026 as more vendors launch models ahead of the World Cup.
Matthew Rubin, research manager for TV set research at Omdia, said Chinese brands TCL and Hisense had driven early adoption of RGB LED TVs, with international launches expected to increase volumes rapidly.
