Samsung leads global TV market as Q2 2026 shipments rise 3.6%

Global television shipments grew by 3.6% in the second quarter of 2026, reaching 48.8 million units, according to research from Omdia. This growth was driven by demand surrounding the FIFA World Cup and Amazon Prime Day events.

Regional performance showed significant divergence. While markets in Western Europe, North America, Eastern Europe, and Latin America experienced growth, the Chinese market saw a 15.1% year-on-year decline following the end of local consumer stimulus policies. Consequently, Chinese brands are increasingly focusing on expanding their overseas presence.

In the Mini LED segment, which accounted for 13% of global shipments, Samsung rose to the market leadership position with a 28.2% share, overtaking TCL. Meanwhile, in the RGB LED market, Hisense's dominant share fell from 77.2% at the start of the year to 42.9% as Samsung and Sony captured more market share.

Industry analysts warn that tightening memory supplies and rising costs may exert upward pressure on television prices. This supply constraint is also expected to accelerate the industry transition from low-resolution models to 4K televisions.