Global TV market, Samsung still arch-leader in the first half of 2023

Samsung, leader of the global TV market in 2022 for the seventeenth consecutive year, should easily retain its title again this year, for an eighteenth year. In view of the figures for the first half of 2023, a period traditionally less good for the firm, published by the analysis and market research firm Omdia, its domination is indeed still overwhelming.

In this period of significant decline in sales due to a still gloomy global economy (global economic difficulties linked to the war in Ukraine), Samsung is consolidating its position as the undisputed leader of the global TV market according to Omdia.

Global TV market (volume), Top 4 dominated head and shoulders by Samsung

For the first six months of the year, the TV market totaled a sales volume of 92.6 million units, a decrease of 6.6% compared to the first half of 2022. The world's Top 4 biggest television vendors is made up of the Koreans Samsung in the lead, followed by LG, then in order of the Chinese Hisense and TCL. In the figures, Samsung is first with 21% of televisions sold, ahead of LG at 12.3%, TCL at 11% and Hisense at 9.5%.

Global TV market (value), Top 5 dominated (also) head and shoulders by Samsung

For the first six months of the year, the TV market generated revenue of $47.5 billion, a contraction of 12.5% compared to the first six months of 2022. Samsung generated 31.5% of revenue (compared to 31% for the same period in 2022), followed by LG with 17.4%, then TCL with 8.7%, Hisense at 8.2% and Sony at 7.4%.

Global TV market, zoom on Samsung and LG

Looking at the figures in more detail, Samsung has exceeded 30 million copies sold for its QLED TVs since their appearance in 2017. Its sales in the first half of 2023 reached 4.64 million, an increase of 16.3% compared to the same period last year. Never have QLED TVs, and more specifically Neo QLED, sold so well. Samsung crushes the competition, especially on large and very large diagonals with 48.6% of volumes on 80'' (203 cm) and more models and 53.6% of premium TVs (over $2,500). By studying data from North America and Europe, its market share in this same category reaches around 60%.

For its part, LG is consolidating its leading position in the OLED TV market with a volume market share of 62% for 1.69 million units sold. In the end, Oled TVs represented 33.2% of total LG TV sales from January 1 to June 30, 2023.