Katarzyna Petru
In the world of technology, moments that can be called "historical" are rare. However, the sales data for 2025, which has just been received from Counterpoint Research, suggests a major upheaval. Everything indicates that Samsung's twenty-year dominance in the TV market is hanging by a very thin thread – specifically, by one percent of market share.
Chinese Offensive vs Korean Calm
Let's look at the numbers, as they best reflect the pace of change. While Samsung recorded a slight decline in shipments in 2025 (by 3%), the Chinese giant TCL skyrocketed by a staggering 20%. The result? Samsung currently controls 17% of the global market, while TCL is hot on its heels with 16%. This is no longer a chase... it's a fight shoulder to shoulder. Although Samsung still wins with its wallet (selling more expensive premium models and earning more from them), in the category of "the number of boxes landing in customers' homes," TCL is already nearly at the top.
World TV Map Redesigned
The latest report brings more surprises that challenge our perception of who is shaking up the market:
Surprise from across the ocean: The fifth largest player in the world has become... Walmart. Yes, the American retail chain, thanks to the acquisition of the Vizio brand and the success of budget-friendly Onn, has surpassed many traditional manufacturers like Philips and Sony.
LG is back in the game: After a few tougher years, LG Electronics is once again growing (from 8% to 9% market share), mainly thanks to a strong performance in North America.
Hisense a bit out of breath: Despite being a powerhouse, the brand has seen a significant drop from 12% to 10%, which experts attribute to a weaker condition of the domestic market in China.
TCL is going for premium
If anyone thought that TCL had already hit the ceiling, the company's recent moves prove otherwise. Acquiring a majority stake in the joint venture managing the television business of Sony is a signal that the Chinese no longer want to be just a "cheap alternative." They want prestige and technology that will allow them to edge out Samsung in the premium segment as well.
But what does this mean for consumers? For us, such a situation is pure profit. Samsung can no longer "rest on its laurels" and celebrate 20 years of success in peace. To maintain its crown in 2026, it will need to respond with a more aggressive pricing strategy or innovation that once again leapfrogs the competition. Will we be writing about a new king this time next year? Counterpoint predicts that Samsung may yet defend its leadership position in 2026 in a last-minute effort, but the momentum is relentless. The era of one company's undisputed dominance is coming to an end.
