TCL Surpasses Samsung as Top Global TV Vendor in December 2025

In a significant shift in the global television market, TCL has overtaken Samsung as the leading TV vendor in terms of shipment volume for December 2025, according to the latest data from Counterpoint Research. This marks the first time TCL has held the top position, signaling a growing challenge to Samsung’s long-held dominance.

TCL’s Rise and Samsung’s Dip

Counterpoint Research’s report indicates that TCL achieved a 16% market share in December 2025, surpassing Samsung’s 13%. Samsung, which maintained the top spot from January to November 2025, experienced a 4 percentage point decrease in market share compared to the previous month, falling from 17% to 13% [Counterpoint Research].

Hisense and LG Also Feature in Top Rankings

Chinese manufacturer Hisense secured the third position in the global TV market, while LG Electronics recorded a 9% market share [Counterpoint Research].

Factors Driving TCL’s Success

TCL’s success is attributed to a 10% increase in shipments compared to the previous year, driven by strong performance in the Asia-Pacific region, China, the Middle East, and Africa [Counterpoint Research]. Samsung’s shipment growth, in comparison, was 8%.

TCL-Sony Joint Venture Adds Competitive Pressure

The recent joint venture between TCL and Sony in the TV business, announced in January 2026, is further intensifying competition in the industry [Counterpoint Research]. This partnership is expected to challenge Samsung and LG’s leadership in the OLED and premium TV segments.

Industry Expert Commentary

Bob O’Brien, Research Director at Counterpoint Research, noted that while the December results represent a single month’s performance, TCL demonstrates consistent shipment growth year-over-year, while Samsung’s trend is stagnant. He further suggests that if TCL strengthens its position in the premium segment through its collaboration with Sony, it could pose a significant competitive threat to Samsung in the future [CE Pro].

Looking Ahead

The evolving dynamics of the global TV market, with TCL’s rise and the TCL-Sony joint venture, suggest a period of increased competition and potential disruption. The coming months will be crucial in determining whether TCL can sustain its momentum and further challenge Samsung’s dominance in the premium TV segment.