Samsung has held its ground as the world’s largest TV manufacturer for 20 consecutive years, but rival TCL is rapidly closing the gap. TCL recently took a controlling stake in Sony’s TV business, sparking speculation that it could challenge Samsung’s dominance soon. Still, Samsung says it’s not worried about the new partnership disrupting the TV market.
Samsung is confident in its leadership position and doesn’t see the Sony-TCL alliance as a major threat. Yeon Seok-woo, head of Samsung’s Visual Display Division, emphasized that the company is prepared to compete regardless of the combined strength of its competitors.
He pointed out that Sony ships about 4 million TVs annually-roughly one-tenth of Samsung’s volume-and added that simply joining forces won’t drastically reshape the global TV industry. However, the synergy between TCL’s mass-market expertise and Sony’s premium branding could create some impact.
According to Counterpoint Research, Samsung commands 29.1% of global TV market revenue and a 54.3% share in the premium segment. When measured by unit shipments, Samsung leads with 15%, while TCL closely follows at 13%. Notably, in December 2025, TCL briefly surpassed Samsung in shipments, signaling how tight competition has become.
The television market is expected to see a fresh boost from the 2026 FIFA World Cup, scheduled for June and July. Major sports events traditionally drive strong TV sales as fans upgrade their sets to enjoy matches in better quality.
TCL’s entry into Sony’s TV business highlights the shifting dynamics between Asian giants in the global TV arena, long dominated by Samsung. Samsung’s hefty market share and premium offerings give it an edge, but TCL’s aggressive expansion and enhanced portfolio raise the stakes. How Samsung adapts to this challenge will be critical in the coming years, especially as consumer demand spikes around global events like the World Cup.