TCL is closing in fast on Samsung's top spot in the TV market, with the Chinese brand overtaking Samsung in December. Still, Samsung remained the leader in both Q4 and full-year 2025.
Samsung has led the global TV market for 20 consecutive years, as measured in both unit sales and revenue.
However, in recent years, the dominance of the South Koreans – LG and Samsung – has begun to wane amid intensifying competition from Chinese brands. LG and Samsung have stopped producing LCD TV panels entirely, leaving production to Chinese manufacturers. The Koreans have also lost ground in miniLED LCD TVs, although they remain ahead in OLED TVs.
TCL overtook Samsung in December
TCL came within striking distance of Samsung in November, and in December, it surged past Samsung in TV unit sales, according to new data from market research firm Counterpoint.
- "TCL has been gaining ground for months, and a year-end surge pushed it past Samsung in December. Although it is only for one month, TCL's shipments are consistently growing on a YoY basis while Samsung's shipments have been stagnant," said Bob O'Brien, Research Director at Counterpoint.
Can TCL remain ahead?
Samsung still held the global lead for the full year 2025, as well as Q4 2025. TCL ranked second and Hisense third.
The real test comes this year. Can TCL remain ahead in unit sales in the coming months and quarters, even before the TCL-Sony partnership takes effect?
Samsung also remains ahead in premium TV sales, driven by QD-OLED TVs, WOLED TVs, high-end miniLED LCD TVs and large-size LCD TVs. This is one of the battles in the broader competition.
- "If TCL were to gradually strengthen its presence in the premium segment through its alliance with Sony, it could pose a greater competitive threat to Samsung going forward," O'Brien added.
The TCL-Sony partnership, set to start operations in April 2027, could reshape the TV market.
