Samsung Electronics has relinquished its top spot in global television (TV) shipments for the first time in a year, with Chinese manufacturer TCL taking the lead.
The latest global monthly TV tracker from Counterpoint Research reveals that TCL captured a 16% market share in global TV shipments last December, clinching the number one position. Samsung Electronics’ market share dipped to 13%, relegating it to second place.
This marks the first time since December 2024 that Samsung has lost its monthly market share leadership.
TCL saw substantial shipment increases in Asia-Pacific (APAC), China, and the Middle East and Africa (MEA) regions. These gains offset minor declines in North America and Western Europe, resulting in a 10% year-over-year boost in shipments.
While Samsung Electronics’ TV shipments in December rose by 8% compared to the previous year, its market share dropped 4 percentage points from the previous month. The company experienced significant growth in North and South America but faced steeper declines in Western Europe and the Middle East and Africa.
However, looking at the entire fourth quarter, Samsung Electronics’ shipments edged up 2% compared to the same period last year, outpacing TCL.
Research Director Bob O’Brien noted that TCL has been steadily expanding its market share for months. The year-end surge in shipments allowed it to overtake Samsung Electronics in December. Although this is just a one-month snapshot, TCL shows consistent year-over-year growth, while Samsung Electronics appears to be treading water.
He added that if TCL continues to bolster its position in the premium segment through collaborations with Sony, it could pose an even greater challenge to Samsung Electronics down the line.
Another Chinese TV maker, Hisense, secured the third spot in global shipments last December, despite a 23% year-over-year decline in shipments.
While Hisense maintained its leadership in the Chinese market, its shipments during that period fell by 18%, unable to buck the overall slump in the TV market.
Counterpoint Research analyst Im Soo-jung explained that TCL’s expanded global TV shipment share in December stems from a combination of year-end seasonality and regional demand patterns. It’s crucial to remember that monthly shipments can fluctuate significantly due to inventory adjustments and logistics schedules.
According to the researcher, Samsung Electronics still held onto its leading position in the global TV market for the fourth quarter of 2025.