Data from Omdia’s latest TV Sets (Emerging Technologies) Market Tracker shows that global TV shipments remained flat year-on-year at 61.5 million units in the fourth quarter of 2025, despite a sharp decline in China. Chinese shipments fell by 25.3% year-on-year, as government subsidies ended and many consumers brought forward upgrades over the past year. However, strong demand in other regions helped offset the decline, keeping the global market broadly stable for the quarter.
China recorded the steepest regional contraction in shipments, while mature markets such as North America and Western Europe continued to expand, up 4.7% and 3.2%, respectively. Developing regions delivered the strongest growth, led by Latin America & the Caribbean (up 12.5%) and the Middle East & Africa (up 9.4%). This outperformance reflects a shift in brand focus toward international market, as several Chinese brands increased shipments into these markets to compensate for weaker domestic consumption.
Western Europe was the second largest regional market in the fourth quarter of 2025, with Asia & Oceania in third place, after both regions overtook China during the quarter. In North America, while shipments increased, sell through during the holiday period was softer than expected, resulting in higher inventory levels.
Despite the sharp decline in their home market, TCL and Hisense increased their combined shipments by 2.2% year-on-year, supported by stronger momentum outside China. Their combined share of shipments into North America increased year-on-year from 28.6% to 30.7%, even as compliance requirements in the US have tightened. With China demand falling quickly, brands have redirected shipments toward the US and other overseas markets, betting that demand for XXL size TVs will remain resilient through the year.
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