For the past 10 years Samsung has topped the global TV market. In 2015, Samsung held a 21.0 percent market share. LG was ranked second and Sony third. The Japanese brands continue to struggle and the Chinese brands continue to grow.
Samsung dominates TV market
Over the last decade the South Korean brands have conquered the TV market but they are facing new threats. Last year, Samsung and LG held a combined 33.6 percent market share (down from 37.1 percent in 2014) in terms of unit sales.
The Japanese brands continue to struggle with Sony the only remaining manufacturer in top-5. Panasonic is no longer a dominant force, and Sharp, Toshiba, Hitachi, JVC and Pioneer are no longer relevant in the global TV market. Combined the Japanese brands have a 15.3 percent share (18.8 percent in 2014) of the TV market.
Instead, Chinese players continue to take market share. Last year, Chinese manufacturers held a combined 27.5 percent share (21.8 percent in 2014) of the global market. They are currently expanding to Europe and USA.
For 2015 Samsung held a 21.0 percent market share in terms of sold units. That is down from 22.5 in 2014 but up from 14.2 percent ten years ago in 2006 when Samsung for the first time beat Sony. The year before, in 2005, six Japanese brands - Hitachi, JVC, Panasonic, Sharp, Sony and Toshiba - were among the top-10 global TV makers. Samsung alone has sold 427 million TVs in the last decade.
LG was second in 2015 with a 12.6 percent share (14.5 percent in 2014). Sony was third. IHS did not specify Sonys market share but said that Chinese Hisense and TCL each held a 5.6 percent share.