π TV Market Drops to Historic Low
According to TrendForce, global TV shipments in Q3 2025 fell below 50 million units for the first time β totaling 49.75 million, down 4.9% year-over-year. The decline was driven by longer replacement cycles and reduced subsidies in China.
Hisense Rises to No. 2: The Chinese brand adopted an aggressive price-cutting strategy, boosting shipments by 9.7% quarter-over-quarter and achieving a record 15.4% global market share, overtaking LG Electronics.
The Top 5 brands β Samsung, Hisense, TCL, LGE, and Xiaomi β now control 64.3% of the market.
In Q4, shipments are expected to rise by 7.3% thanks to holiday sales promotions.
The share of 60-inch and larger TVs has surpassed 28% of the market for the first time.
However, due to reduced subsidies, the growth of large-screen TVs (e.g., 75-inch models, up only 13%) has significantly slowed.
Brands are shifting focus from simply increasing screen size to enhancing premium quality β through RGB Mini LED and AI integration β to boost product value.
