The Australian television market has stalled, with sales flat or declining across several categories, according to new industry data.

Figures from Omdia’s latest TV Sets (Emerging Technologies) Market Tracker show that TV shipments in Australia remained largely unchanged over the past year, placing the country among several markets experiencing double-digit declines. The slowdown has also weighed on related categories, including soundbars.

Globally, 61.5 million TV units were shipped in the fourth quarter of 2025, marking a year-on-year decline. A sharp 25.3% drop in Chinese sales significantly impacted overall volumes, particularly affecting domestic brands such as Hisense and TCL.

Despite the downturn in China, demand in other regions helped stabilise the global market. The United States and Europe recorded modest growth, with shipments rising 4.7% and 3.2% respectively. Developing markets posted the strongest gains, led by Latin America and the Caribbean, up 12.5%, and the Middle East and Africa, up 9.4%.

Analysts attribute this growth to a strategic shift by manufacturers, particularly Chinese brands, toward international markets to offset weakening domestic demand.

In Australia, retailers are still working through excess inventory as new 2026 models prepare to enter the market. Major brands including Hisense and TCL — both of which have recently refreshed their local marketing operations — are expected to intensify competition with established players LG Electronics and Samsung.

Western Europe ranked as the second-largest regional market in the fourth quarter, while the US market saw improved sell-through during the holiday period, although performance was described as softer than expected, leaving retailers with elevated stock levels.

Despite declining sales in China, TCL and Hisense increased their combined global shipments by 2.2% year-on-year, supported by stronger international performance. Their share of the US market rose from 28.6% to 30.7%, even as regulatory requirements tightened.

With domestic demand in China continuing to weaken, manufacturers are redirecting supply to overseas markets including Australia. The strategy is underpinned by expectations that demand for larger, premium televisions will remain resilient, although retailers face logistical challenges in displaying and delivering oversized models.