Omdia: Global TV shipments remain flat in Q4 2025 at 61.5 million units, despite 25% decline in China

According to Omdia's latest “TV Sets (Emerging Technology) Market Tracker –Q4 2025”, global TV shipments remained flat year-on-year in the fourth quarter of 2025, reaching 61.5 million units, despite a significant downturn in the Chinese market. Shipments in China fell by 25.3% year-on-year, primarily due to the end of government subsidies and the fact that many consumers had upgraded their TVs earlier in the year. However, robust demand in other regions compensated for the decline in China, keeping the global market generally stable during the quarter.

China experienced the most pronounced drop in shipments, while mature markets such as North America and Western Europe continued to grow, increasing by 4.7% and 3.2% year-on-year respectively. Developing regions showed the strongest performance, with Latin America and the Caribbean growing by 12.5%, and the Middle East and Africa by 9.4%. This performance reflects a strategic shift in brand focus towards international markets, with some Chinese brands compensating for weak domestic demand by increasing overseas shipments.

In Q4 2025, Western Europe became the second-largest regional market, followed by Asia Pacific & Oceania in third place, both surpassing China during the quarter. In North America, despite shipment growth, actual sales during the holiday season fell slightly short of expectations. Consequently, TCL and Hisense captured a 30.7% shipment share in the North American market, up from 28.6% in the same period last year, even amidst stricter compliance requirements in the U.S. As demand in the Chinese market rapidly declined, these brands shifted more shipments to the U.S. and other overseas markets, betting on the continued resilience of demand for XXL TVs throughout the year.

Matthew Rubin, Principal Analyst for Omdia's TV Sets research, commented: "Chinese brands have demonstrated significant flexibility in their growth strategies over the past year. Entering the U.S. market is now more challenging, but TCL and Hisense have adapted their supply chains to meet the new requirements. This flexibility comes with increased costs, and profitability is becoming more critical, especially amidst rising costs for components like memory."

Within the overall TV market, premium models remain the primary driver of profitability. Looking ahead, the two major Chinese TV brands are positioning Mini LED technology as their core premium offering for the coming years. However, OLED shipments grew by 8.6% year-on-year in Q4 2025, with Western Europe, the largest OLED market, seeing an 11.5% increase. As more RGB Mini LED TVs enter the market, OLED's ability to attract premium consumers will be tested. CES 2026 showcased that competition in the high-end market remains fierce, with TCL highlighting the combination of Mini LED and enhanced quantum dot technology as a key feature of its 2026 flagship lineup