Global TV market overview: Q3 2025 to fall below 50 million units for the first time

The reasons for this significant slump in the TV market are numerous. These include the renewed increase in the TV replacement cycle in households, the anticipation of tariffs imposed in the United States by the Trump administration, which led to earlier TV deliveries in late 2024 and early 2025, and the reduction in subsidies in China. Not to mention the evolving consumption habits of a segment of consumers, particularly those aged 15-34, who are postponing the purchase of a television until they are in a relationship and living in a larger space. During their final years of study and early working life, they are opting instead for a monitor or video projector, which are often less expensive and more portable. TV market decline expected in 2025, down 1.2%. With Black Friday and the Christmas holidays approaching in Europe and the United States, as well as Singles' Day (11/11) and Double 12 (12/12) in China, TV brands are preparing their final push for 2025, determined to make up for a poor start to the year in the final weeks. Trendforce forecasts a 7.3% increase in global shipments in the fourth quarter of 2025, reaching 53.21 million televisions. However, the 2025 TV market is expected to end down with a total of 195.59 million units, representing a year-on-year decrease of 1.2%. Hisense regains its position as the world's number 2 in the third quarter of 2025. In terms of market share, the top 5—Samsung, Hisense, TCL, LG Electronics, and Xiaomi—hold 64.3% of the market. A resounding success for Hisense, which, thanks to a global price offensive during this period, including China, recorded 7.66 million units shipped (+9.7% compared to the previous quarter) and a new record market share of 15.4%, ahead of TCL and LG Electronics. Large-screen TVs: the segment is gaining momentum and crossing the 28% threshold. Driven by the still very prevalent subsidy policy in China, the global share of 60" and larger TVs is growing significantly, reaching 28.2% of shipments in 2025, a first in the sector. • In the 65"/75" segment, Samsung dominates with a 26% market share, while Hisense leads the way in the 75" segment with 22%. • The 85"/86" segment is dominated by Hisense and TCL with nearly 25% each, fueled by the Chinese government support

• TCL confirms its supremacy in the 98" segment (vertical panel integration)

• Hisense remains the undisputed champion of the 100" segment (nearly 50% of the global market)

Despite a decline in global Samsung TV shipments in recent years, as the Korean manufacturer has abandoned the small-screen TV market and faced increased competition from Chinese brands, its position in the 60" and larger TV segment remains strong with a 22% market share. Interestingly, total shipments of 65" TVs are projected to be about 12% higher than those of 70" and larger models in 2025, suggesting that large-screen mid-range/high-end TVs will continue to be the preferred choice in the 65" and larger market. This is likely due to the end of Chinese subsidies. In 2025, the 65" screen size stagnates, while the 75" screen size sees modest growth of 13% year-on-year (half the rate of growth in 2024). The same pattern holds true for the 85"/86", 98", and 100" screen sizes, where growth slows. TV Market: "Premiumization" and a Focus on Innovation. The sector is expected to shift from a race for size to a "premiumization" strategy, with improved quality and increased added value. This is evidenced by brand announcements over the past few quarters, focusing on Mini LED and RGB technology, ever-higher refresh rates, and the increasingly sophisticated integration of AI into televisions. Note that OLED is not mentioned in the Trendforce report…