Global TV shipments grew modestly in the first half of 2025, but analysts warn that the second half could face challenges. TrendForce reported that shipments reached 92.5 million units between January and June, representing a 2% year-on-year increase.
The research firm lowered its full-year shipment forecast to 195 million units, down 1.1% from 2024. It said many brands pushed shipments forward to take advantage of early demand, which could leave the holiday season with weaker sales.
TrendForce identified two main factors affecting the market. High panel costs continue to restrict brands from expanding promotional activities. In addition, expected tariff changes have influenced buying behavior, prompting some consumers to purchase earlier than planned. In the United States, TV sales rose 2–3% year-on-year in the first half, pulling forward demand that might otherwise have occurred later in the year.
Samsung, TCL, Hisense, LG Electronics, and Xiaomi remained the top five global brands, holding a combined market share of 65.6%. Samsung’s shipments stayed flat compared to last year. TCL increased shipments by 12.5% year-on-year, while Hisense grew 7.3%. Xiaomi posted a 1.5% rise, and LG saw a 1.1% decline. TrendForce said TCL and Hisense benefited from favorable domestic policies and strong global demand, which boosted their market share.
Mini LED TVs are expected to be a growth driver for the rest of the year. TrendForce forecasts global shipments of Mini LED TVs to grow 67% year-on-year to 12.9 million units in 2025. TCL, Hisense, and Xiaomi are projected to capture 62% of the Mini LED market. Mini LED TV penetration is expected to reach around 6.6% globally, supported by policy subsidies that make the technology more competitive.
In related news, Elista has launched new QLED Google TVs in India starting at ₹23,990, while Acerpure has introduced 65-inch and 75-inch QLED gaming TVs with 120Hz displays and Dolby Vision.
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