TCL Challenges Samsung’s TV Market Dominance
News Context
At a glance
- Samsung maintained its position as the world's leading TV brand in November 2025, but its lead over TCL is shrinking, possibly signaling a shift in market leadership soon.
- Global TV shipments declined 1% year-over-year (YoY) in November 2025, reversing a positive trend from the previous two months, according to data from Counterpoint Research.
- Samsung led wiht a 17% market share, a decrease of approximately 1% compared to the same period last year.
Samsung remains Top TV Brand Globally, But TCL gains Ground
Samsung maintained its position as the world’s leading TV brand in November 2025, but its lead over TCL is shrinking, possibly signaling a shift in market leadership soon.
Global TV shipments declined 1% year-over-year (YoY) in November 2025, reversing a positive trend from the previous two months, according to data from Counterpoint Research. Despite the overall market slowdown, individual brands exhibited contrasting performance.
Samsung led wiht a 17% market share, a decrease of approximately 1% compared to the same period last year. Samsung’s shipments fell 3% YoY in volume. TCL followed closely with a 16% market share, a 3% YoY increase, fueled by a 20% annual surge in shipments.