TCL’s 16% share driven by Asia-Pacific, Mideast, Africa growth; Samsung’s shipments up 8% but fell in key regions
A survey result showed that Chinese TCL surpassed Samsung Electronics in the global TV market share ranking in December last year. According to Counterpoint Research’s monthly TV market analysis data on the 19th, TCL recorded a 16% market share in the global TV market based on shipments in December last year, securing the top position. This marked a 1.6 percentage point increase compared to December 2024. It was analyzed that shipments during this period increased by 10% compared to the previous year due to increased sales in Chinese, Asia-Pacific, Middle Eastern, and African regions.
Samsung Electronics’ market share in December last year was recorded at 13%. Although shipments themselves increased by 8% compared to the previous year, the market share dropped by 4 percentage points compared to the previous month, resulting in second place. Counterpoint Research’s analysis attributes this to the fact that while shipments increased in North and South America compared to the previous year, they significantly declined in Western Europe, the Middle East, and Africa. However, Samsung Electronics maintained its leading position with a 2% year-on-year increase in shipments for the entire fourth quarter of last year. It also recorded the top market share from January to November of last year.
Hisense, a Chinese company, came in third. Although its TV shipments last year decreased by 23% compared to the previous year, it maintained the top position in the Chinese market.
Bob O’Brien, Director of Counterpoint Research, said, “TCL has been expanding its market share for several months, and the surge in year-end shipments allowed it to overtake Samsung Electronics.” He added, “Although it’s a one-month achievement, TCL has shown continuous shipment growth compared to the previous year, while Samsung Electronics has exhibited a stagnant trend.” He further stated, “If TCL gradually strengthens its position in the premium segment through collaboration with Sony, it could pose a greater competitive threat to Samsung Electronics in the future.”
