Katarzyna Petru
In the world of technology, moments that can be called "historic" are rare. However, the sales data for 2025, which has just come in from Counterpoint Research, heralds an earthquake. Everything indicates that Samsung's twenty-year dominance in the television market hangs by a very thin thread – specifically, 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 drop in shipments in 2025 (by 3%), the Chinese giant TCL soared by a staggering 20%. The effect? Samsung currently controls 17% of the global market, while TCL is close behind with 16%. This is no longer a chase... it’s a fight shoulder to shoulder. Although Samsung still wins by wallet (selling pricier premium models and earning more on them), in terms of "the number of boxes landing in customers' homes," TCL is nearly at the top.
TV World Map Redrawn
The latest report brings more surprises that challenge our perceptions 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 giant, thanks to its acquisition of the Vizio brand and the success of the budget-friendly Onn, has surpassed many traditional manufacturers like Philips and Sony.
LG Makes a Comeback: After several challenging years, LG Electronics is growing again (from 8% to 9% market share), mainly due to a strong performance in North America.
Hisense in Slight Trouble: Despite being a powerhouse, the brand experienced 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 reached its 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 outpace Samsung in the premium segment as well.
But what does it mean for consumers? For us, this situation is pure profit. Samsung can no longer "rest on its laurels" and celebrate its 20th anniversary of success in peace. To maintain its crown in 2026, it will need to respond with a more aggressive pricing or innovation that will leap ahead of the competition once again. Will we be writing about a new king around this time next year? Counterpoint predicts that Samsung might still defend its leadership position in 2026, but the dynamics are relentless. The era of one company's undisputed dominance is coming to an end.
