Chinese Hisense and TCL continue to eat away share from the South Korean giants in the premium TV segment. For the first time, Samsung's dominance is threatened.
This is according to market research firm Counterpoint Research in their latest report on the global premium TV market for Q1 2025.
- "Revenues for Hisense and TCL increased YoY by 87% and 74% respectively. Hisense's unit share of the premium TV market increased from 14% in Q1 2024 to 20% in Q1 2025, and its revenue share from 13% to 17%. TCL's unit share jumped from 13% to 19% and its revenue share increased from 13% to 16%. Beyond the top two in China, Xiaomi and Skyworth also registered big gains," wrote Counterpoint Research.
- "Those gains came largely at the expense of the two South Korean giants (LG and Samsung, red)."
Samsung's dominance faces real threat
After nearly two decades of market dominance, Samsung now faces a real threat to its position, the report notes. The South Korean company has led the TV market for 19 consecutive years.
While Samsung led miniLED LCD sales up to 2023, it was overtaken in 2024, first by TCL, then by Hisense and Xiaomi, based on the market data.
Samsung has since shifted more focus to OLED TVs. In 2024, for the first time, Samsung sold more OLED TVs than miniLED LCDs.
Source: Counterpoint Research Advanced TV Shipment and Forecast Report
Growth fueled by large TVs
The report highlighted a key growth area for Hisense and TCL; very large miniLED LCD TVs are becoming more affordable, while large OLED TVs continue to carry a high price.
The high price of large OLED TVs is expected to come down somewhat in 2025, specifically prices for 77 and 83-inch OLED TVs, according to industry insiders speaking to FlatpanelsHD. But will it be enough?
- "MiniLED TVs typically compete at price points similar to OLED TVs, but because of the cost difference between OLED and LCD TV panels, consumers face a choice between a smaller OLED TV or a larger MiniLED TV," said Counterpoint Research Director Bob O'Brien. "An increasing number of consumers are choosing MiniLEDs."
Notably, shipments of premium TVs sized 75 inches and above grew 79% year-over-year, with revenues increasing 59%.
Source: Counterpoint Research Advanced TV Shipment and Forecast Report
