Global TV market: Q4 2025 stable despite the slowdown in China

Chinese shipments, long the driving force of the global TV market, fell by 25.3% year-on-year, a consequence of the end of government subsidies and consumer anticipation of purchases made the previous year. Fortunately, at the same time, sustained demand in other regions offset this decline, allowing the global market to remain broadly stable in the fourth quarter of 2025. Global TV Market: China Plunges, Rest of the World Grows. While China recorded the sharpest regional contraction, mature markets such as North America and Western Europe grew by 4.7% and 3.2% respectively. Emerging regions stood out even more, notably Latin America and the Caribbean, up 12.5%, and the Middle East and Africa, up 9.4%. This sustained growth reflects a strategic refocusing of Chinese brands on international markets to compensate for weak domestic demand. Notably, Western Europe became the second largest market globally in the fourth quarter, ahead of China, which has now fallen to fourth place. TCL and Hisense are progressing despite the collapse of the Chinese market. Despite the collapse of their domestic market, TCL and Hisense managed to increase their global shipments by 2.2%. Their combined market share in North America also increased, rising from 28.6% to 30.7%, despite stricter regulatory requirements in the United States. As can be seen, both manufacturers have massively redirected their volumes towards foreign markets, focusing particularly on very large screen sizes, a resilient segment. This strategy, however, requires a rapid adaptation of supply chains, which entails additional costs, even as the prices of certain components, such as memory, are rising again. Mini LED and OLED: The Premium Battle Continues; The premium segment remains the main driver of profitability for the entire TV market. Major Chinese brands are now relying on Mini LED technology as the cornerstone of their high-end offerings for the coming years. However, OLED continues to grow, with an 8.6% increase in shipments in the fourth quarter of 2025. Western Europe, the world's leading market for this technology, even shows growth of 11.5%. Competition between Mini LED and OLED is expected to intensify further, particularly with the massive arrival of RGB Mini LED models. CES 2026 confirmed this trend.