To start out 2026, TCL announced that it was acquiring a majority stake in Sony’s TV business, which would make the combined company one of the largest TV brands in the world. Potentially coming straight for Samsung.
Samsung is confident in its own TV lineup, which was just announced over the last few weeks. During a press conference, Samsung Visual Display head Yong Seok-woo said that the company is well-positioned to compete against the combined strengths of TCL and Sony.
“Sony’s annual shipments are estimated at 4 million units, about one-tenth of ours. A simple merger alone will not be enough. While there would certainly be synergy if TCL’s technology were combined with Sony’s premium brand value, we have enough to compete on our own merits beyond just technological capabilities,” said Yong.
Counterpoint Research shows that Samsung currently has a 29.1% share of the global TV market by revenue, which rises to about 54.3% in the premium segment. This is a big reason why TCL wanted to acquire Sony, to enter that premium segment and pry it from Samsung’s grasp.
Samsung technically ships more TVs than TCL, but Samsung ships more high-price TVs
Samsung does hold about 15% market share when it comes to shipments, to TCL’s 13%. In fact, TCL briefly overtook Samsung in shipments late last year. But because Samsung ships many more higher-priced TVs, Samsung brings in a lot more revenue from its TVs than TCL does.
TCL is more known for its lower-end TVs, which is a big reason why they are likely looking to merge with Sony BRAVIA. As the BRAVIA brand is more associated with high-end and premium TVs.
What kind of effect this acquisition will have on Samsung and the rest of the TV industry is yet to be seen, but it looks like Samsung is not worried whatsoever.
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