Samsung risks losing TV market leadership amid rise of Chinese brands

Samsung recently announced it has held the title of the world’s largest TV manufacturer for 20 years running. But that streak could be in jeopardy this year as the South Korean giant faces mounting pressure from Chinese competitors, especially TCL. Over the past few years, Samsung’s share of the TV market has gradually shrunk amid intensifying competition.

According to the latest data from Counterpoint Research, Samsung commanded 17% of the global TV market in November 2025. While it remained the shipment leader, its share dipped slightly. Hot on its heels, TCL nearly caught up with a 16% share. Hisense took third place with 10%, followed by LG in fourth. Rounding out the top five is Walmart-owned Onn, selling TVs under the Vizio brand, with a 5% market share. Despite the tight race, one Counterpoint executive believes Samsung will likely hold onto leadership through 2026.

Samsung’s Tizen operating system, used in its smart TVs, is also losing ground. Its global share was nearly 34% in 2020 but has now fallen to about 23%. Analysts predict Tizen’s market share could drop to 20% by 2029. The dominant TV platform today is Google TV, boasting roughly 40%, while LG’s webOS holds around 15% and is expected to dip below 14% in the next few years.

More than a decade ago, Samsung commanded over 26% of the global TV market, with LG as its primary rival. In recent years, Chinese brands Hisense and TCL have aggressively expanded their presence by offering more affordable options. Their main focus is LCD TVs featuring mini-LED backlighting. Meanwhile, Samsung and LG remain the only manufacturers selling OLED TVs in significant volumes.

Currently, Samsung, Hisense, and TCL are investing in TVs using micro RGB technology. These models incorporate LCD panels with micrometer-scale RGB LEDs in the backlight system. Offering superior picture quality compared to mini-LED TVs, micro RGB is positioned as a middle ground between mini-LED and OLED—potentially a key factor in the ongoing market rivalry.