The global TV market share has experienced a seismic shift, with Samsung’s two-decade reign unexpectedly challenged. According to new data from Counterpoint Research, Chinese tech giant TCL surpassed Samsung in monthly TV shipments in December 2025, signaling a new era of competition in the industry.

A New Leader in Global TV Market Share by the Numbers

The report for December 2025 reveals that TCL captured the top position with a 16% market share in monthly shipments. Consequently, Samsung moved to the second spot with a 13% share. It is important to note, however, that this is currently a monthly achievement. Samsung maintains its leadership position in both quarterly and annual shipment figures. Nevertheless, TCL’s strong performance is considered a significant indicator of future market dynamics.

Counterpoint Research Director Bob O’Brien commented on the situation, stating, “TCL had been gaining ground for months and passed Samsung in December with a year-end surge. While this is just a one-month event, TCL’s shipments have been growing steadily year-over-year while Samsung’s have been flat.” This analysis suggests that TCL’s rise may not be a temporary event.

How Competing Strategies Led to the Shake-Up

So, what is the primary reason behind this significant change? In recent years, South Korean giants like Samsung and LG have shifted their focus towards the premium OLED TV segment, which offers higher profitability. This strategic move inadvertently created a vacuum in the more affordable LCD TV market. Chinese brands, most notably TCL, have moved quickly to fill this gap. The lower cost of LCD panels allows them to achieve much higher sales volumes, which is the main reason for TCL’s increased pressure on Samsung in shipment numbers. However, when considering revenue and profitability, the overall picture could be quite different.

So, what are your thoughts on this competition in the global TV market? Share your opinions with us in the comments!