When it comes to the TV segment, Samsung carved a name for itself. It’s no mean feat for a brand to lead the segment for 19 consecutive years. Well, it’s time to make that 20 in a row now. A new monthly TV market tracker report from Counterpoint Research notes that Samsung is the top TV brand, as it shipped the highest number of TVs globally in 2025.
Samsung remained the leading global TV brand
Samsung reportedly captured 17% of the global market, making it the number one TV brand for 20 years straight. While this is good news in general, the brand’s market share fell by 1% YoY (18% in 2024). Meanwhile, the market share of its closest rival, TCL, increased by 3% YoY. The brand’s market share now stands at 16%, up from 13% in November 2024.
TCL is just 1% away from taking the top crown away from Samsung. In fact, this is reportedly the closest any brand has ever come to surpassing Samsung in the TV space. Behind Samsung and TCL is Hisense, but its shipments declined 13% YoY.
LG Electronics recorded a 7% YoY increase in shipments, thereby increasing its market share from 8% to 9%. The company benefited from strong momentum in the North America and Latin America markets, where shipments grew 8% and 28% YoY, respectively.
The company captured 17% of the global market
Last on the top five list is Walmart. Thanks to the successful completion of the Vizio acquisition in December 2024, Walmart saw significant YoY growth. Its current market share is 5%. Its own brand, ONN, and subsidiary Vizio are posing as Samsung’s strongest competition in North America.
Counterpoint report notes that the competition pressure is expected to intensify in 2026 as major brands increase shipments in high-growth segments, like Mini LED and mid-to-large-size screens. Outside of the top ranking, the global TV shipments in general have reportedly declined 1% YoY in November 2025, reversing the growth seen in the previous two months.
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