Global TV Market 2025 Samsung Defends its Throne Amidst Rising Chinese Competition.
Samsung Electronics continues its unrivaled reign in the global television market. According to recent data from market research firm Omdia, Samsung clinched the top position for global TV sales in 2025, marking an extraordinary milestone: 20 consecutive years as the world’s leading TV manufacturer since first claiming the title in 2006.
Dominating the Premium Sector
Samsung overall global market share stood at 29.1%. However, its influence is most profound in the high-end segments:
Ultra-Premium ($2,500+): Samsung commands a staggering 54.3% market share.
Premium ($1,500+): The brand maintains a robust lead with 52.2% of the market.
The Rise of Chinese Competitors
While Omdia keeps specific competitor data behind a paywall, the report highlighted the growing footprint of Chinese brands. TCL and Hisense combined for a 30.7% market share in North America. This growth is particularly notable as it comes despite ongoing trade tensions and tariffs imposed by the United States.
Global Market Overview (Q4 2025)
The global TV market saw 61.5 million units sold in the fourth quarter of 2025, remaining relatively stable year-over-year. Although sales in China plummeted by 25.3% following the expiration of government stimulus programs, strong demand in other international regions successfully offset the decline, keeping the global market balanced.
In 2025, Samsung's main advantage will be its aggressive push into the OLED market alongside Neo QLED. Initially, Samsung focused solely on QLED, but its shift to giant OLED screens (77 and 83 inches) has successfully captured the customer segment demanding the "ultimate picture."
In 2026, people won't buy TVs just for the large screen, but for the "AI processor." Samsung is highlighting its NQ8 AI Gen3 processor, which upgrades older content to 8K resolution—a feature where Chinese competitors still lag behind in software seamlessness.
Samsung isn't just selling devices; they're selling "services." They manage the Samsung TV Plus app, offering free internet channels (FAST Channels), which has become a key incentive for consumers to choose Samsung over brands without their own content ecosystem.
The fact that TCL and Hisense hold 30% of the market share in America reflects the impact of the trade war. Achieving "value for money" is difficult, and this is a major challenge for Samsung in 2026: how to maintain its mid-range market share when Chinese brands are starting to offer premium specs at lower prices.
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Source: Samsung
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