Samsung's TV market share is shrinking at the expense of TCL

Samsung recently revealed that it has been the world’s largest TV brand for 20 consecutive years. However, the company could lose its crown to TCL this year. Samsung’s market share has been steadily declining over the past few years, largely due to increasing competition from Chinese TV brands.

According to Counterpoint Research’s latest figures, Samsung held a 17 percent share of the global TV market in November 2025. While it remained the world’s largest TV brand in terms of shipments, its market share declined slightly. TCL followed closely with a 16 percent market share. Hisense ranked third with 10 percent, while LG placed fourth. Walmart-owned Onn, which sells TVs under the Vizio brand, ranked fifth with a market share of 5 percent.

samsung global tv market share full year 2025

A Counterpoint Research executive claims Samsung will likely retain its number one position in 2026 as well.

The market share of Samsung's Tizen OS for TVs is declining. In 2020, its global market share was close to 34 percent, but has now declined to around 23 percent. The report estimates its market share to decline to 20 percent by 2029. Google TV is currently the world's biggest TV software platform with a 40 percent market share. LG's webOS has a 15 percent market share and could drop below 14 percent by 2029.

Over a decade ago, Samsung commanded over 26 percent of the global TV market, with LG as its primary competitor. In recent years, Chinese brands Hisense and TCL have been competing aggressively with Samsung by offering TVs at relatively lower prices. They primarily sell LCD-based Mini-LED TVs. Samsung and LG remain the only brands that sell OLED TVs in significant volumes.

Samsung, Hisense, and TCL are now focusing on Micro RGB TVs, which use LCD panels with micrometer-sized RGB LEDs for backlight. They offer better picture quality than Mini-LED TVs and are being positioned as a middle ground between Mini-LED TVs and OLED TVs.

Asif Iqbal Shaik - Senior Editor

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First Samsung device: T100

Asif is a computer engineer turned technology journalist. He has been using Samsung phones since 2004, and his current smartphone is the Galaxy S23 Ultra. He loves headphones, mechanical keyboards, and PC hardware. When not writing about technology, he likes watching crime and science fiction movies and TV shows.

TV Android TV Google TV Hisense LG Samsung DX Samsung Visual Display TCL Tizen TIZEN OS Vizio Walmart