Samsung's Continued Dominance in Global TV Shipments, but Faces Challenges in Premium Segment

Samsung has firmly established itself as the leading TV brand for the 19th consecutive year, continuing to outperform competitors in global TV shipments. Despite its dominance, the company is facing a shift in the premium TV market, where its share has notably decreased. In this article, we will explore Samsung’s position in the global TV market as reported by both Omdia and Counterpoint Research, assess the impact of this shift in the premium segment, and examine Samsung’s efforts to regain its footing.

Samsung Leads Global TV Shipments, But Faces Tough Competition in Premium Segment

Last month, Omdia’s report confirmed that Samsung shipped the highest number of TVs in 2024, securing its position as the world’s leading TV brand for the 19th consecutive year. This dominance has now been backed up by Counterpoint Research, which also reported that Samsung held the largest share in global TV shipments in Q4 2024, with 16% of the market. TCL and HiSense followed, with 14% and 12% shares, respectively. LG and Mi rounded out the top five, with market shares of 10% and 5%.

However, there’s a concerning trend within the premium TV segment. Samsung, which had a commanding 41% share in Q4 2023, now controls only 29% of the premium TV market—a drop of 12 percentage points. This decline has been attributed to rising competition from TCL and HiSense, both of which are becoming significant players in the high-end TV market.

In response, Samsung has showcased a variety of cutting-edge products at CES 2025, including new QD-OLED, Neo QLED, QLED, and The Frame series TVs. These new models are equipped with advanced features such as anti-glare coatings, AI-driven capabilities, and improvements in picture quality to counter reflections while preserving the vivid blacks Samsung is known for. These innovations are expected to help Samsung regain market share, especially in the premium segment.

What Undercode Says: A Closer Look at the Global TV Landscape

Samsung’s long-standing leadership in global TV shipments has been a result of its continued innovation and expansive product range, but the latest reports highlight how competition is intensifying, particularly in the premium segment. The overall TV market is seeing a rise in brands like TCL and HiSense, which have introduced aggressive pricing strategies and quality improvements that are starting to erode Samsung’s hold on the higher-end market.

In 2023, Samsung’s 41% dominance in the premium TV space was a major achievement. However, losing a sizable chunk of this share—dropping from 41% to 29% in just a year—signals that the competition is catching up. TCL and HiSense have both managed to offer televisions with comparable performance at more competitive prices, which has led consumers to reconsider their options.

Samsung’s response has been swift and focused. The of new technologies, such as the QD-OLED and Neo QLED series, not only showcases its commitment to innovation but also reflects its strategy to address emerging consumer demands for higher-quality displays and better viewing experiences. The incorporation of AI-powered features, such as Samsung Vision AI, also plays a pivotal role in ensuring that its products stay ahead of the curve, providing smarter, more immersive viewing.

However, while these innovations are promising, Samsung must act quickly to maintain its leadership in the premium market. TCL and HiSense’s rapid rise signals that the days of Samsung’s unrivaled dominance may be numbered unless it can differentiate itself further and retain customer loyalty in a rapidly evolving market.

Fact Checker Results:

Samsung’s Market Leadership: Samsung continues to lead the global TV market with a 16% share of shipments in Q4 2024.
Premium TV Decline: Samsung’s share in the premium TV segment dropped from 41% to 29% in Q4 2023-2024.
Emerging Competitors: TCL and HiSense have significantly grown their presence in the premium segment, contributing to Samsung’s market share decline.