Changes in the global television market are resonating worldwide. Chinese manufacturer TCL's surpassing of Samsung in monthly shipments marks a new chapter in a long-standing leadership race, signaling a significant shift in the sector's dynamics.
According to Redaksiya, citing research from Counterpoint Research, TCL rose to first place in monthly TV shipments in December 2025, overtaking Samsung. This is a significant event related to the market's reshaping and increased competition.
The report notes that as of December 2025, TCL held the leadership with a 16% market share, while Samsung was in second place with a 13% share. However, it should be emphasized that this achievement is currently based on monthly figures. Samsung still maintains its leadership in annual and quarterly shipment figures. Nevertheless, TCL's move is considered an important signal for future market trends.
Bob O’Brien, Director at Counterpoint Research, commented on the situation: "TCL has been gaining ground for months and, with a year-end surge, overtook Samsung in December. While this is only a one-month situation, TCL's shipments are growing steadily year-on-year, while Samsung's shipments remain flat." This comment suggests that TCL's rise may not be temporary.
The main reason for this change is the focus of South Korean giants like Samsung and LG on the higher-revenue premium OLED TV segment. This strategy has created a gap in the more affordable LCD TV market. Chinese brands like TCL are rapidly filling this void. The lower cost of LCD panels allows them to achieve higher sales volumes. This situation is seen as the primary reason for TCL's pressure on Samsung in shipment figures. However, it is likely that the situation may differ in terms of revenue and profit.