Global TV Shipments Rise 2% in 1H25 Amid Tariff and Subsidy Shifts, Mini LED and OLED Gain Traction

Global TV shipments reached 92.5 million units in the first half of 2025, up 2% year-over-year, driven by tariff uncertainties and China’s trade-in subsidy program, according to TrendForce. However, early shipments by brands have raised concerns about a weaker second-half peak season. Factors impacting the outlook include high panel costs limiting large-scale promotions, early U.S. purchases due to anticipated tariff changes, and over 60% of China’s subsidy budget already spent by midyear, potentially reducing later demand. TrendForce revised its 2025 global TV shipment forecast to 195.71 million units, a 1.1% annual decline.

The top five brands Samsung, TCL, Hisense, LGE, and Xiaomi held a 65.6% market share. TCL and Hisense saw shipment growth of 12.5% and 7.3%, respectively, fueled by Chinese subsidies and U.S. tariff concerns. Vizio, following Walmart’s acquisition announcement and expected rebranding by year-end, achieved 13% growth in the first half, with full-year shipments projected to rise over 30% due to prioritization at Walmart and Sam’s Club.

Mini LED TV shipments are expected to grow 67% year-over-year to 12.9 million units, with TCL, Hisense, and Xiaomi holding a 62% market share, driven by China’s trade-in and energy-saving incentives. Mini LED TVs are projected to reach 6.6% global market penetration. OLED TV shipm...