Samsung’s Reign in TV Market Faces New Threat as TCL Gains Strength

It seems a seismic shift may soon occur in the television market, with the longstanding leader Samsung potentially slipping to second place. According to analysts from Counterpoint, the market statistics from last year showed Samsung leading with a 17% share, while TCL is now at 16%. The year prior, these figures were 18% and 13% respectively. Hisense follows with 10%, LG at 9%, and Walmart at 5%.

Interestingly, just a week ago, Sony effectively handed over control of its television business to TCL. To be more precise, a joint venture was created with the Chinese giant holding the controlling stake. However, the Sony and Bravia brands will remain, leaving it unclear how analysts will categorize such models in the new year.

At least in the current press release, the source still claims that Samsung will hold the top position in 2026, but this very press release might have been prepared before Sony’s announcement. It’s noteworthy that Samsung has been leading the TV market for 20 years.

Amidst these developments, Sony’s strategic move reflects a broader trend of consolidation and strategic alliances in the consumer electronics sector, aimed at enhancing competitiveness and broadening market reach.