TV Shipments Grew Three Percent in 1Q26

Global TV shipments rose 3% YoY in 1Q26, according to Counterpoint Research. Samsung recorded 8% growth, its highest growth in nearly two years. However, TCL narrowed the gap with Samsung even faster, achieving 22% shipment growth, the highest for TCL. Competition in the TV market is expected to intensify further in Q2, which could become an important turning point for the global TV industry.

TCL posted shipment growth across all major TV categories, including QD LCD and MiniLED LCD TVs, with MiniLED LCD TVs serving as a key driver of overall growth. Samsung saw large YoY growth in W-OLED TVs, but because the volume of OLED TVs remains small relative to other LCD TVs, the impact of this growth on total shipments was limited. Competition is expected to intensify further in 2Q26 and beyond.

Between March and May 2026, multiple brands launched TV lineups under different strategies. Hisense and TCL positioned their MiniLED LCD TVs as flagship LCD lines. In contrast, LG positioned more affordable entry-level OLED TVs within its lineup, lowering the barrier to entry into the OLED segment. Samsung tiered its pricing most aggressively, splitting the range into the premium R95H and a step-down R85H, bringing a 55-inch RGB MiniLED LCD TV to a sub-$2,000 price point.

This market dynamic will become even more volatile, beyond products, to corporate structure. Samsung's Visual Display Division named a new head in early May, with the appointee expected to steer the business toward platform initiatives rather than hardware alone. TCL negotiated its joint venture with Sony in March 2026, with formal operations slated for April 2027. On top of this, speculation has emerged that LG may establish a TV joint venture and pursue closer cooperation with Hisense. If such a partnership were to materialize, the combined operation could vault to the top of the global TV market in a single move.

With developments like this beginning in Q1 and extending well beyond 2027, the industry appears set for seismic shifts ahead. "Because Hisense could naturally claim the global No. 1 shipment title by leveraging the OLED know-how of LG Electronics' TV business, its own No. 4 share, and the premium of an established sales network, I believe it would prioritize exploring a joint venture (JV) as the route to cooperation, mapping out its strategy while keeping risk to a minimum," said Jayden Lee, Associate Director at Counterpoint Research.