TV makers are going all-in on 98-100" TVs

TCL led the charge, quickly followed by Hisense. Now every major TV brand is racing into the 98 and 100-inch segment, helping to drive prices down.

It took many years for 55 and 65 inch TVs to reach sensible price levels, but in recent years the jump from 75 to 85 to 98 and 100 inches has happened remarkably fast.

The first affordable 98-inch TV came in 2022 from TCL. This followed the boom in TV sales fading after the pandemic. With unused production capacity, TCL CSOT – which cuts the panels – launched a major push into large TVs at 98 and 85 inches.

Already the following year, massive growth in sales of large TVs was reported across markets. That same year, Hisense launched the first affordable 100-inch TV.


The rest have caught up
From there things moved quickly. Samsung and Sony entered the market with affordable 98-inch TVs in 2023. The year after brought even cheaper options, and TCL in particular significantly expanded its 98-inch portfolio to span from budget to premium.

In 2024, LG joined the party with its first 98-inch LCD TV, which became available in only select regions, and the year after with its first 100-inch LCD TV, which is more widely available.

In 2025, the market was flooded with 98 and 100 inch TVs from multiple smaller brands.

This year, Philips is launching its first 100-inch TV as part of its 'The One' range – Philips' take on a TV with the most essential features. This says a lot about how mature this market has become.

At least for 4K. Notably, the vast majority of 98-inch and larger TVs still use 4K panels rather than 8K, even though screen sizes like these are where the higher resolution would begin to make practical sense.

The proliferation of large TVs has gone hand in hand with rapidly falling prices. The large TV have also become hot items during Black Friday. For example, one of TCL's 98-inch models hit $1000 for Black Friday last year.


Driven by China
These launches effectively leave Panasonic as the only traditional TV brand without a large-screen model. Panasonic's TV business was recently acquired by Chinese Skyworth, so something is likely to happen there soon. The large panels are, after all, coming from China.

In all cases these are LCD TVs – not necessarily with miniLED or RGB LED. Picture quality varies significantly from the cheapest to the most expensive models. LG does offer a 97-inch OLED TV, but it remains disproportionately expensive four years after the first generation launched.

TCL CSOT produces all 98-inch LCD panels for every brand. 100-inch panels are made by BOE and HKC, also in China.

In the TV database you can filter by size to see the options from the major TV makers.


How big can TVs get?
The accelerating trend toward large TVs is partly driven by a strategic push from LCD TV makers, who are losing market share to OLED in the 55, 65 and increasingly 75/77 inch segments. Moving up in size is one response, where OLED is not yet as price-competitive.

This trend is also shifting a greater share of display panel production from South Korea and Taiwan to China. Japan has already been priced out.

It is also affecting the projector market, as TVs generally deliver much better picture quality, including HDR pictures.


The question is, where does it end? What comes after 100 inches? Some TV makers have already pushed into 115-inch LCD TVs, and 130-inch models are set to follow later in 2026. At some point, however, physics takes over. There is a practical limit to how large a TV people can fit through the front door, into the living room or down to the basement.

TVs larger than 130 inches may hit a wall unless the industry starts thinking in alternatives. Rollable TVs did not take off initially, but the idea has not been abandoned. The industry is also experimenting with modular LED displays of the kind used in cinemas, but these are still very expensive and not easy to set up. Perhaps it all ends somewhere entirely different – such as VR headsets capable of virtualizing displays well over 1000 inches.

 Also read: First look at Apple Vision Pro: A video revolution