Experts say that the number of TV shipments increased partly thanks to the attraction of the FIFA World Cup 2026, a tournament taking place from June 12 to July 19.
However, China, one of the world's largest markets, recorded a 15.1% decrease in exports compared to the same period last year after domestic economic stimulus programs ended.
Conversely, major developed markets had growth efficiency in this quarter. Western Europe recorded growth of 9.5%, while North America, where there are three countries hosting the 2026 World Cup, grew by 4.7%.
Emerging markets recorded the strongest growth rate. Exports increased by 14.5% in Eastern Europe and 12.8% in Latin America and the Caribbean, continuing the trend of Chinese TV brands expanding exports to foreign markets in the context of still weak domestic demand.
Competition in the market is increasingly fierce
Statistics show that the market share of Mini LED TVs is increasing globally, accounting for 13% of total TV shipments globally in the second quarter of this year. Samsung and LG Electronics have expanded their Mini LED product line, while reducing starting prices, increasing competition with TCL and Hisense, the two companies that previously led the market.
In the first quarter of 2026, TCL held 30.2% of the global Mini LED TV market share. By the second quarter of 2026, Samsung had risen from third place to become the market leader, reaching a market share of 28.2%.
Competition in the RGB LED TV market has also become fiercer, with shipments reaching 295,000 units in Q2 of 2026.
Hisense held the leading position at the beginning of the year, accounting for 77.2% of shipments in this segment, while China accounted for 88.8% of the market in a limited competitive environment.
But by Q2 2026, Hisense's market share had decreased to 42.9%, while Samsung and Sony gained significant market share.
The rampant promotion of RGB LED TVs throughout the 2026 World Cup has certainly helped raise consumer awareness of this technology. As the use becomes increasingly popular, RGB LED TVs will compete more strongly with OLED in the high-end segment. Consumer preferences may be affected by the price and the level of clarity that consumers can assess the difference between these two technologies," said Matthew Rubin, TV Research Director at Omdia.
