Global TV shipments grew 3.6 per cent year-on-year (YoY) to 48.8 million units in Q2 2026, supported by demand around the FIFA World Cup and Amazon Prime day timing, despite increasingly challenging market conditions, according to research from Omdia.
Persistent consumer inflation and tightening memory supply are increasing cost pressures across the industry, although these factors had a limited impact on TV shipment growth during the quarter.
China remains the largest drag on global TV shipment growth, with shipments falling 15.1 per cent YoY following the ending of local stimulus programmes. In contrast, major developed markets performed strongly during the quarter. Western Europe recorded 9.5 per cent growth, while North America, home to two of the three World Cup host countries, grew 4.7 per cent.
Emerging markets recorded some of the strongest growth rates. Shipments increased 14.5 per cent in Eastern Europe and 12.8 per cent in Latin America and the Caribbean, continuing the trend of Chinese TV brands expanding shipments into overseas markets as domestic demand remains subdued.
Memory supply constraints had only a limited impact on TV shipment volumes in Q2 2026, partly because brands continue to promote older product lines and draw on existing inventories of lower-cost memory. However, with memory supply expected to remain constrained and prices continuing to rise, TV prices are likely to face upward pressure this year.
Omdia also expects brands to shift further away from lower-resolution TVs toward 4K models, as lower-capacity memory products face particularly tight supply constraints.
Mini LED adoption accelerated significantly in Q2 2026, accounting for 13 per cent of global TV shipments. Samsung and LG Electronics expanded their Mini LED line-ups, while lowering entry price points, increasing competition with TCL and Hisense, which had previously led the market.
TCL held a 30.2 per cent share of global Mini LED TV shipments in Q1 2026. By Q2 2026, Samsung had moved from third place to become the market leader, reaching a 28.2 per cent shipment share.
Competition is also increasing rapidly in the RGB LED market, where shipments reached 295,000 units in Q2 2026. Hisense held a dominant position at the beginning of the year, accounting for 77.2 per cent of shipments, while China represented 88.8 per cent of the market amid limited competition.
By Q2 2026, Hisense’s share had declined to 42.9 per cent, as Samsung and Sony gained significant market share.
“Prominent promotion of RGB LED TVs during the World Cup has undoubtedly helped increase consumer awareness of the technology,” said Matthew Rubin, Research Manager, TV Set Research, Omdia. “As adoption grows, RGB LED will increasingly compete with OLED in the premium segment. Consumer preferences are likely to be shaped by pricing and how clearly consumers can evaluate the differences between the two technologies.”
AdvancedTV
