Samsung has remained the world's largest TV manufacturer for two decades, but TCL is now so close that a shift in leadership from South Korea to China appears almost inevitable.
The Japanese brands – Pioneer, Panasonic, Sharp, Sony and Toshiba – were pushed out of the global top-5 long ago.
What followed was an extended period of South Korean dominance by LG and Samsung. According to the latest figures from research firm Counterpoint, this era now also appears to be nearing its end.
TCL right on Samsung's heels
In recent years, the Chinese TV industry – led by Hisense and TCL – has made rapid gains. By November 2025, TCL had closed the gap to Samsung to just a single percentage point.
- "Samsung remained the leading global TV brand in November 2025, although its shipments declined 3% YoY, resulting in a modest decrease in market share, from 18% in November 2024 to 17%," Counterpoint writes, and continues:
- "TCL continued to expand its presence in the global TV market, narrowing the gap with market leader Samsung. Despite the continued sluggishness in the Chinese market, TCL's global TV shipments surged 20% YoY, demonstrating the company's growing competitiveness."
The figures are based on unit sales. Samsung is still significantly larger in terms of revenue, as it sells more high-end models than TCL.
The decline at Hisense is primarily due to the fact that many of its TV sets are sold in the Chinese market, which contracted in 2025. LG gained some ground in America.
According to Counterpoint, US retail chain Walmart is now the fifth-largest player globally when its TV brands Vizio and Onn are included.
TCL leading in miniLED
TCL's strength lies particularly in miniLED, which can significantly improve picture quality on LCD TVs. In this area, the Chinese company has overtaken Samsung and Sony both technologically and in unit sales.
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In recent years, TCL has managed to make miniLED backlighting slimmer and more energy-efficient, while significantly increasing the number of miniLED zones. This development will continue in 2026.
Will it happen in 2026?
Will 2026 be the year Samsung is dethroned? Counterpoint does not think so, although it is expected to be a close race.
- "In 2026, Samsung will remain the global TV market leader, while Chinese brands such as TCL, Hisense and Xiaomi will rapidly expand their presence across various segments. In particular, they are increasing shipments in high-growth segments such as MiniLED and mid-to-large-size screens, increasing competitive pressure," said Bob O'Brien, Research Director, Counterpoint.
From April 2027, Sony's TV business will be placed under TCL in a new joint venture in which TCL will hold a 51% controlling stake. The TVs will still be sold under the Sony and Bravia brands.
