
For nearly two decades, one name has consistently led worldwide television sales. That era of clear leadership is now confronting its most formidable test yet, as aggressive competitors reshape the industry’s hierarchy.
The most substantial challenge comes from China’s TCL, which is rapidly expanding its global footprint. The company’s boldest move is a newly formed alliance with the storied Japanese brand Sony. Confirmed to launch in April 2027, this partnership will grant TCL majority control over Sony’s television operations, allowing it to leverage Sony’s premium Bravia branding and technological expertise.
Recent sales figures show the changing landscape of the market. According to industry analysts at Counterpoint, Samsung‘s TV shipments dipped by 3% in November 2025 compared to the year before. This decline trimmed its global market share to 17%. Simultaneously, TCL achieved a remarkable 20% surge in worldwide shipments, closing the gap with the longtime leader to a mere single percentage point.

This reversal of fortune echoes the industry’s past. Samsung itself once rose to prominence by displacing earlier Japanese market leaders. Now, Chinese manufacturers are employing similar strategies of scale, integration, and technological advancement to challenge the established order.
While TCL accelerates, its domestic counterpart Hisense is facing headwinds. The company retained its position as the third-largest brand globally, but experienced a 13% drop in shipments. This decline is largely attributed to Hisense’s significant dependence on China’s contracting domestic market, which saw a steep 24% decrease in sales during the first half of 2025.

Technological innovation is fueling TCL’s ascent. The company has established a commanding position in miniLED TV production, consistently enhancing the technology’s efficiency and picture quality. These improvements have made high-performance televisions more accessible, directly pressuring competitors in the mid-range and premium segments.
The competitive field is growing more crowded beyond the traditional brands. Retail giant Walmart, through its ownership of Vizio and its private-label Onn line, has climbed to become the fifth-largest television seller globally. This expansion intensifies competition in the value-oriented market sector.
Industry observers believe Samsung will narrowly retain its top ranking through 2026. However, the consensus is that its dominance is no longer guaranteed. With TCL gaining powerful allies and advancing its technology, the battle for the living room is entering a new and fiercely competitive phase.
This article, TCL, Hisense threaten Samsung’s global TV market dominance, was originally published at NoypiGeeks | Philippines Technology News, Reviews and How to's.
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