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Photo courtesy of LG Electronics |
[Alpha Biz= Kim Jisun] SEOUL, South Korea — November 3, 2025 — Global TV shipments fell below 50 million units in the third quarter of 2025 for the first time in history, according to market research firm TrendForce. The decline was largely driven by early purchasing before new tariff policies took effect — a so-called “pull-in effect” — along with a slowdown in replacement demand and weaker Chinese subsidies.
TrendForce reported that global TV shipments reached 49.75 million units in Q3, down 4.9% year-on-year. This marks the first time quarterly shipments have dropped below the 50 million-unit threshold.
The firm attributed the decline to “longer replacement cycles, front-loaded demand caused by tariff concerns, and reduced impact from China’s subsidy programs.”
However, shipments are expected to rebound in the fourth quarter, boosted by major global shopping events such as Black Friday, Christmas, and China’s Singles’ Day (Double 11). TrendForce forecasts a 7.3% quarter-on-quarter increase to 53.21 million units in Q4.
In terms of market share, Samsung Electronics maintained its leadership position in the global TV market with a 17.2% share in Q3.
China’s Hisense followed closely at 15.4%, achieving its highest-ever quarterly share thanks to aggressive price cuts and promotional strategies.
TCL ranked third with 14.9%, while LG Electronics secured fourth place with 11.7%.
Alphabiz Reporter Kim Jisun(stockmk2020@alphabiz.co.kr)
