Paweł Koper
December 2025 will be recorded 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 dominance, TCL has jumped into the lead among global suppliers. Although the entire television market grew by a modest 1.6% during this time, it was the 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 the 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, shipments of this brand skyrocketed by 10% compared to the previous year. The key to success turned out to be strong sales in China, Asia, and the Middle East. It was these regions that more than compensated the company for poorer results in Europe and America, giving it a historic first place in the December ranking.
Samsung Defends Its Position as Market Leader in 2025
Although Samsung had to acknowledge its rival's superiority in December (falling to a 13% market share), the "old king" still has reasons to be proud. When we look at the entire 2025 year, it is the Koreans who defended their position as leader, delivering 2% more televisions than the previous year. Samsung still dominates, but Counterpoint Research experts warn:
...their shipments have been stagnant for months.
TCL is no longer just a "cheap alternative"; it is now a direct competitor that is increasingly boldly attacking the premium segment.
Everything indicates that in 2026, the key battleground will be premium technologies and new alliances. If TCL maintains its current sales pace along with suppliers, a victory in December could be the announcement of a new leader in the TV market in 2026.
Data source: Counterpoint Research
