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Samsung has once again claimed the top spot in global TV shipments for 2025, extending its streak to 20 consecutive years as the world's best-selling TV brand, according to Counterpoint Research.
Two decades of dominance — but the gap is narrowing
Counterpoint's report shows Samsung captured 17% of the global TV market in 2025, maintaining its long-running lead. That milestone marks two decades of market leadership for the South Korean company — an impressive run in an industry that rarely rewards complacency.
Still, the story isn't all smooth sailing. Samsung's share slipped by one percentage point year-over-year, signaling that rivals are closing in. In a market this competitive, even a small decline can invite intense pressure from challengers and force faster product innovation.
TCL closes in — the closest challenge yet
Leading the charge against Samsung is TCL, which increased its global TV share by three percentage points year-over-year. That surge leaves TCL just one percentage point shy of Samsung today — the tightest gap we've seen between the two brands in years. So the question becomes: could 2026 be the year the crown changes hands?
- 1st — Samsung: 17% market share (2025)
- 2nd — TCL: within 1 percentage point of Samsung (up 3pp YoY)
- 3rd — Hisense: 10%
- 4th — LG: 9%
- 5th — Walmart (private labels/retail brands): 5%
Why this matters to consumers and the industry
When market leadership tightens, consumers win. Competition tends to accelerate feature rollouts, lower prices, and push vendors to refine picture quality, smart-TV software, and energy efficiency. Expect more aggressive promotions and quicker adoption of technologies like OLED and AI-driven picture processing as brands jostle for position.
Samsung itself is keeping the pressure on with product updates. At CES 2026 the company unveiled a new OLED TV lineup aimed at improving contrast and color while delivering smarter UX features. Whether that hardware push will preserve Samsung's two-decade reign remains one of the TV industry's most interesting storylines going into 2026.
In short: Samsung still leads the pack, but the race is getting closer — and that could be good news for anyone shopping for a new TV.
Source: sammobile
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