TCL Dethrones Samsung in Monthly TV Shipments, Signaling a Major Market Shift

In a stunning, albeit temporary, shift in the global television market, Chinese manufacturer TCL surpassed long-time leader Samsung in TV shipments for December 2025. According to data from Counterpoint Research, TCL captured a 16% market share, while Samsung’s share fell to 13%. This development marks a significant moment in the industry, highlighting TCL’s consistent growth and the increasing competitive pressure on the South Korean giant.

A December to Remember

The change at the top was abrupt. While Samsung’s market share peaked in October, it saw a sharp decline in the final two months of the year. In contrast, TCL experienced a more gradual but steady climb, culminating in its December victory. TCL’s shipments surged by 10% year-over-year, buoyed by strong performance in the Asia-Pacific, China, and Middle East/Africa regions. Samsung also saw an 8% year-over-year increase in shipments for the month, but it wasn’t enough to hold off its rival.

Despite the monthly loss, Samsung maintained its leadership position for the overall fourth quarter of 2025, though its lead over TCL had narrowed to just two percentage points. For the full year, Samsung also remained the global leader, a position it has held for two decades.

Factors Behind the Shake-Up

Analysts at Counterpoint attribute TCL’s December win to a combination of year-end seasonal factors and specific regional demand. However, they also note a consistent trend: TCL’s shipments are growing year-over-year, while Samsung’s have been largely stagnant. TCL’s success is driven by a multi-pronged strategy, including aggressive pricing, a focus on high-growth segments like Mini LED and large-screen TVs (75 inches and above), and strong growth in emerging markets.

“TCL has been gaining ground for months, and a year-end surge pushed it past Samsung in December,” said Bob O’Brien, Research Director at Counterpoint. “Although it is only for one month, TCL’s shipments are consistently growing on a YoY basis while Samsung’s shipments have been stagnant.”

The Sony Alliance: A Game Changer?

Perhaps the most significant factor in TCL’s future is its new strategic partnership with Sony. The two companies have agreed to a joint venture, expected to commence operations in April 2027, where TCL will hold a controlling 51% stake in Sony’s home entertainment business, including the prestigious Bravia brand. This alliance is poised to combine Sony’s renowned picture and audio technology and brand value with TCL’s advanced display manufacturing, cost efficiency, and vertical supply chain strength.

This move could allow TCL to significantly bolster its presence in the premium TV segment, a market that Samsung has historically dominated. If TCL can successfully leverage Sony’s brand and engineering expertise, it could pose a much greater long-term threat to Samsung’s reign.

A Look at the Future

While TCL’s December leadership may be a one-time event for now, it is a clear indicator of a shifting landscape. The global TV market, projected to exceed 210 million units in 2026, is becoming increasingly competitive. The rise of Chinese brands like TCL and Hisense, with their focus on value and advanced technologies like Mini LED, is challenging the established order. Samsung now faces intense pressure not just in the budget and mid-range sectors, but also in the premium space it has long called its own. The upcoming TCL-Sony venture will be a critical development to watch, as it could permanently reshape the hierarchy of the global television industry.