For years, Samsung and LG have dominated the premium TV segment, setting the industry standard for cutting-edge technology and display quality. However, a major shift is underway—Chinese manufacturers are rapidly gaining ground, challenging the long-standing leadership of South Korean and Japanese brands.
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A Changing Landscape in the Premium TV Market
According to Counterpoint Research, the third quarter of 2024 marked a significant turning point in the high-end television industry. While Samsung and LG continue to hold strong positions, their market shares have dropped significantly over the past year.
- Samsung’s market share fell from 43% in 2023 to 30% in 2024
- LG declined from 20% to 16% over the same period
Meanwhile, Chinese brands Hisense and TCL have surged, taking 24% and 17% of the market, respectively—an impressive jump from 14% and 11% the previous year.
The Rise of Chinese Innovation
This rapid growth is largely driven by the adoption of Mini-LED technology, a cost-effective alternative to OLED that delivers brighter images, better contrast, and improved energy efficiency. Sales of Mini-LED TVs have doubled in just one year, with TCL emerging as a major competitor in the large-screen segment.
TCL, in particular, has made waves by surpassing Samsung in the ultra-large TV category, leading sales for models over 80 inches. In response, Samsung is reportedly preparing to launch its own massive-screen models in 2025 to reclaim its lead.
Competing Strategies: OLED, QD-OLED, and Mini-LED
As the market shifts, each major player is taking a different approach:
- LG continues to focus on OLED technology, maintaining its reputation for deep blacks and superior contrast.
- Samsung is diversifying with QD-OLED TVs, blending OLED contrast with the vibrancy of quantum dots.
- Hisense and TCL are aggressively pushing Mini-LED TVs, offering premium performance at a lower cost, making high-end displays more accessible to consumers.
The Future of Big-Screen TVs
One clear trend is the growing demand for extra-large screens, a category still dominated by LCD technology due to the high manufacturing costs of large OLED panels.
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Hisense and TCL are capitalizing on this shift, with major announcements expected at CES 2025. Current models include:
- TCL’s 115-inch 115X955
- Hisense’s 110-inch premium TV
- Xiaomi’s recent 100-inch model
With more consumers embracing home theater experiences, these XXL screens are reshaping the way people watch TV, further fueling the battle for dominance in the premium segment.
As competition intensifies, 2025 is shaping up to be a landmark year for the TV industry, with Chinese brands continuing to disrupt the market and redefine what premium televisions can offer.