Global TV Market Hits Historic Low: 3Q25 Shipments Drop Below 50 Million Amid Tariff Pressures and Subsidy Fade

Global television shipments fell to 49.75 million units in the third quarter of 2025, marking a 6% sequential increase from the prior quarter but a 4.9% year-over-year decline, according to research from TrendForce. This figure represents the first instance of third-quarter shipments dipping under 50 million units, driven by longer replacement cycles for TVs, a surge in demand pulled forward due to tariff uncertainties, and the waning impact of China's subsidy programs.

As major sales periods approach including Black Friday and Christmas in the U.S. and Europe, as well as Double 11 and Double 12 in China TV manufacturers are preparing for a final push. TrendForce projects fourth-quarter shipments to rise 7.3% sequentially to 53.21 million units. Tariffs are expected to have a limited overall effect on the market in 2025, despite ongoing concerns in the U.S. However, with China's subsidies set to diminish further in the second half of the year, full-year global TV shipments are forecasted at 195.59 million units, down 1.2% from 2024.

In the third-quarter rankings, Samsung held the top position, followed by Hisense, TCL, LG Electronics (LGE), and Xiaomi, which collectively accounted for 64.3% of the market. Hisense returned to the No. 2 global spot after adopting an aggressive pricing strategy in the second half of 2025, reducing prices in both domestic and inter...