TV market: TCL and Hisense growing in the premium segment with Mini LED technology

According to the latest quarterly Advanced TV Shipment and Forecast report from market research and analysis firm Counterpoint Research, published just over three weeks ago, in the second quarter of 2025, TCL and Hisense continued their progress in the premium TV sector through a significant increase in shipments in their domestic market, while strengthening their presence internationally. Surprisingly, TCL and Hisense are now vying for second place behind Samsung, despite LG's dominance in the OLED TV market segment.

Premium TV market, what is it? ££££ This observation is clear when considering the shipments of 22 brands present in the global premium TV market, screen sizes and resolutions, 8 sales regions around the world and all screen technologies (including White OLED, QD OLED, Micro LED, Mini LED LCD, QD LCD and Nano Cell LCD). Namely, in the second quarter of 2025, global premium TV shipments grew by 40% year-on-year in volume and 21% in value, validating for this category of broadcasters a fourth consecutive quarter of annual growth of at least 40% in volume and 20% in value.

Premium TV market, revenues by region££££ Zooming in on the figures, Counterpoint Research indicates that revenues increased quarter-on-quarter in North America, in line with the usual seasonal pattern, but declined by 6% year-on-year. In Western Europe, there was a slight decrease of 1% compared to the previous quarter but an increase of 14% year-on-year. In China, revenues jumped by 53% year-on-year with an increase in shipments of 85%, thanks to government incentives encouraging the replacement of old TVs and aggressive promotions by local brands. Chinese consumers are thus buying larger, more expensive models with advanced display technologies. In Asia-Pacific, revenues increased by 8% year-on-year (+30% in volume). In Latin America, revenues increased by 40% and volume by 65%. Only North America and Japan recorded year-on-year declines.

Premium TV market, market share of the main brands££££ In terms of TV market share, TCL and Hisense benefited from growth in China, combined with gains in other key regions, to increase their global market share. Their revenues increased by 42% and 39% year-on-year, respectively. Hisense gained 1% share in volume and 2% in value, TCL grew by 4% in volume and 2% in value, and these gains came at the expense of Samsung and LG. Among the Korean players, Samsung saw its shipments grow by 18% year-on-year, but its revenues only by 10%, while its market share in volume fell by 5% and in value by 3%. LG grew by only 5% in volume and saw its revenues decline by 13%, losing 4% of its share in volume and 6% in value.