Samsung remains the brand to beat in India's TV market

In India, Samsung leads in many of the segments that it competes in, making it the brand to beat in one of the most hotly contested markets.

The country's TV market is considerably competitive, with both local and international players vying for a piece of the pie. Samsung continues to command the biggest share of the market.

The latest data from market research firm Omdia shows that Samsung led India's TV market in the first half of this year. It accounted for 23.8% of the market during the January – June 2025 period.

The company has held on to the top spot since 2017. Its Korean rival LG came in second place with 16.5% of the market while China's Xiaomi came in third with a 7.9% market share. Xiaomi is particular has been pushing hard for a bigger piece of the country's TV market.

Samsung saw a significant boost in sales of its large-sized premium TV models in the country. Market analysts point to the strong sales of its Neo QLED and OLED TVs as crucial to its maintaining the top position. The company's 2025 lineup of premium TVs has performed well in the market.

The Samsung TV Plus free, ad-supported TV streaming service has also helped the company keep up the momentum. Consumers prefer having access to a free library of content which offers a diverse range of options, from sports to entertainment, including programs from South Korea.