Global TV shipments rose 1.6 percent year over year in December 2025, though full-year shipments for 2025 declined slightly by 0.13 percent compared to 2024, according to data from Counterpoint Research.
Against that backdrop, TCL moved into the top position globally for the month, surpassing Samsung in December TV shipments.
TCL’s December Surge Driven by Regional Demand
TCL’s shipments increased 10 percent year over year in December, giving the company a 16 percent global share for the month. Counterpoint attributes the increase primarily to strong shipment growth in Asia Pacific, China, and the Middle East and Africa, which more than offset declines in North America and Western Europe.
“TCL has been gaining ground for months, and a year-end surge pushed it past Samsung in December,” says Bob O’Brien, research director at Counterpoint. “Although it is only for one month, TCL’s shipments are consistently growing on a year-over-year basis while Samsung’s shipments have been stagnant.”
For the custom integration market, the data underscores the continued global momentum of value-oriented brands, even as regional demand patterns diverge significantly between mass retail and professionally installed channels.
Samsung Retains Q4 Leadership Despite Monthly Dip
Samsung finished second globally in December with a 13 percent share. While its shipments increased 8 percent year over year for the month, its share declined four percentage points compared to November, driven by steeper declines in Western Europe and the Middle East and Africa.
Despite the December shift, Samsung maintained its leadership position for the fourth quarter overall. Counterpoint reports that Samsung shipped 2 percent more TVs in Q4 2025 than in the same period a year earlier.
For integrators, this reinforces the difference between short-term shipment volatility and longer-term brand stability, particularly in premium and large-format categories that continue to anchor high-end residential projects.
Hisense Sees Decline Despite Strength in China
Hisense ranked third globally in December, with shipments declining 23 percent year over year. While the brand maintained its leading position in China, shipments in that market fell 18 percent year over year during the month, contributing to the overall decline.
What the December Data Signals for Integrators
Counterpoint cautions against drawing long-term conclusions from a single month of shipment data. Associate Director Sujeong Lim notes that the December shift reflects timing rather than a structural change in market leadership.
“The expansion of TCL’s share in global TV shipments as of December appears to be driven by a combination of year-end seasonality and region-specific demand timing,” Lim says. “Shipments for any given month can be highly volatile due to inventory adjustments and logistics schedules. Samsung continued to maintain its leading position in the global TV market in Q4 2025.”
For the custom integration channel, the data highlights a familiar dynamic: global shipment leadership does not always translate directly to integrator preference. While volume brands may lead monthly shipment rankings, integrators continue to weigh factors such as panel performance, long-term product support, control system integration, and availability of commercial-grade or specialty displays when specifying TVs for residential projects.
