Paweł Koper
December 2025 will go down in the history of the entire RTV industry as a moment of great breakthrough. According to research by Counterpoint Research, after years of Samsung's unchallenged reign, TCL has jumped into the lead as the global supplier. Although the entire television market has grown by a modest 1.6% during this time, it was this Chinese manufacturer that stole the show, demonstrating that the balance of power on the Korean side is no longer as strong as it once was.
TCL leads December ranking
In the last month of 2025, TCL literally "hit the jackpot," capturing as much as 16% of the global TV market. While others were hoping for a smooth end to the year, the brand's shipments surged by 10% compared to the previous year. The key to success turned out to be strong sales in China, Asia, and the Middle East. These regions more than compensated for the company's weaker performance in Europe and America, giving it a historic first place in the December ranking.
Samsung defends its leading position in 2025
Though Samsung had to concede superiority to its rival in December (dropping to 13% market share), the "old king" still has reasons to be proud. When we look at the entire 2025 year, it was the Koreans who defended their leading position, delivering 2% more televisions than the previous year. Samsung still dominates, but Counterpoint Research experts warn:
...their deliveries have been stagnant for months.
TCL is no longer just a “cheap alternative” but now a direct competitor that is increasingly boldly targeting the premium segment.
Everything suggests that in 2026, the key battleground will be premium technologies and new alliances. If TCL maintains its current sales pace along with deliveries, a December win could signal the emergence of a new leader in the TV market in 2026.
Data source: Counterpoint Research
