Global Television Market - Brand Share Landscape

Report Overview

The global television market remains a dynamic and rapidly evolving part of the broader consumer electronics industry, fueled by both traditional viewing habits and modern streaming trends. While mobile devices and tablets have expanded content consumption, the demand for televisions, including LED, QLED, OLED, and Mini-LED models, continues to grow in residential, hospitality, and commercial settings.

Asia-Pacific leads the market due to its massive population, growing middle class, and strong manufacturing base in countries like China, Japan, and South Korea. It is followed by North America and Europe. LED and LCD TVs dominate the market because of their affordability and widespread adoption in households and businesses.

However, premium and luxury televisions from brands like Samsung's Neo QLED, LG's OLED Gallery Series, and Sony's Bravia XR also find strong demand among home theater enthusiasts and affluent consumers seeking cutting-edge display technology and immersive viewing experiences.

Global Brand Share Analysis: revenue and market share, 2021- 2024 (in %)

Samsung maintains its leadership position, demonstrating a steady increase in market share over the period. LG experiences a significant decrease, marking a shift in competitive dynamics and allowing TCL and Hisense to substantially strengthen their presence in the global rankings. TCL and Hisense record notable advancements, more than doubling their market shares since 2021. Sony exhibits consistent performance, retaining its position with minor fluctuations. The evolving market structure indicates robust momentum for Chinese brands while legacy leaders adapt to intensified competition.

Strategies and Recent Development

In the Global television market, companies are actively implementing strategic developments to align with evolving consumer demands.

Leading TV brands are increasingly focusing on technology-driven innovation to differentiate themselves in a competitive market. Samsung, for instance, continues to expand its QLED and micro-LED offerings, emphasizing premium picture quality, larger screens, and immersive home theater experiences. For instance, in March 2025, Samsung launched its 2025 Neo QLED TV lineup powered by Samsung Vision AI, introducing both 8K (QN990F, QN900F) and 4K (QN90F, QN80F, QN70F) models. The series features Quantum Matrix Mini LEDs for superior brightness and contrast, along with 8K AI Upscaling Pro to enhance lower-resolution content.

LG is strengthening its position in the high-end segment through advanced OLED panels and smart home integration, catering to consumers who prioritize both display performance and connected ecosystem features.

In March 2025, In March 2025, LG launched its 2025 OLED evo TV lineup, featuring the G5 and C5 models. Powered by the Alpha 11 AI Processor Gen2 and Brightness Booster Ultimate, the TVs deliver enhanced brightness, deep blacks, and vibrant colors. Both models support Dolby Vision, Dolby Atmos, AI Sound Pro, and advanced gaming features like 4K 165Hz VRR, NVIDIA G-SYNC, and AMD FreeSync Premium, with screen sizes ranging from 55 to 97 inches.

Meanwhile, emerging players like TCL and Hisense are pursuing aggressive market expansion by offering feature-rich yet affordable 4K and 8K TVs, often bundled with smart platform capabilities. These brands are leveraging online sales channels and strategic partnerships with streaming platforms, enabling them to penetrate both mature and emerging markets quickly. Their growth strategy focuses on capturing price-sensitive consumers without compromising on key features like smart functionality and display quality. For instance, in September 2025, TCL announced its 2026 TV lineup, including the Q9M mini-LED model, a budget-friendly 65-inch TV priced around USD 1,150, offering 2,000 nits brightness, 288Hz refresh rate, and 2,880 dimming zones.

Sony, on the other hand, is carving out a niche in gaming-ready smart TVs and enhanced content ecosystems, targeting entertainment enthusiasts who demand both high performance and interactive media experiences. Across the industry, sustainability and energy efficiency have also become central strategies, with companies adopting eco-friendly materials, energy-saving technologies, and recyclable packaging, aligning with rising regulatory standards and consumer expectations worldwide.

B2C Hot Selling Television (Amazon)

Other global TV brands are also steadily carving out their niches through regional focus, specialized features, and mid-range pricing strategies.

Companies like Panasonic, Vizio, Philips, Sharp, and Xiaomi continue to maintain relevance by offering value-for-money models, smart TV capabilities, and energy-efficient designs tailored to local markets.

Several of these brands have also introduced recent innovations, such as Panasonic’s 4K OLED series for cinematic experiences, Vizio’s affordable Quantum Dot TVs, and Xiaomi’s smart TVs with integrated AI assistants, allowing them to compete effectively in both mature and emerging markets while catering to diverse consumer needs.