Chinese manufacturers Hisense and TCL are rapidly gaining ground in the global premium TV market, fuelled by surging demand for large-screen models, according to Counterpoint Research’s Q1 2025 report. The two brands saw remarkable year-over-year revenue growth, with Hisense up 87% and TCL climbing 74%.

Hisense expanded its share of premium TV unit sales from 14% in Q1 2024 to 20% this year, while its revenue share grew from 13% to 17%. TCL followed closely, increasing its unit share from 13% to 19% and revenue share from 13% to 16%. Fellow Chinese brands Xiaomi and Skyworth also made notable gains.

These advances came largely at the expense of South Korean giants Samsung and LG. Counterpoint analysts noted that after nearly 20 years of dominance, Samsung’s leadership position in the TV market faces growing pressure. While the company once led in miniLED LCD sales, it was overtaken in 2024—first by TCL, then by Hisense.

Samsung has since pivoted toward OLED technology and now leads LG in OLED TV shipments. Notably, in 2024, Samsung sold more OLED TVs than miniLED LCDs for the first time.

Much of the momentum for Chinese brands stems from their aggressive pricing on extra-large miniLED LCD TVs, making them more accessible than comparable OLED models. LG’s premium OLED sets, in contrast, remain costly and are losing favor with price-sensitive consumers.

However, OLED prices—particularly for 77- and 83-inch screens—are expected to soften later in 2025, potentially reshaping the competitive landscape.

“MiniLED TVs typically compete at similar price points to OLED, but the panel cost difference gives consumers a choice between a smaller OLED or a larger MiniLED,” explained Bob O’Brien, Research Director at Counterpoint. “An increasing number of consumers are choosing MiniLEDs.”

Premium TVs sized 75 inches and above saw robust growth, with unit shipments rising 79% year-over-year and revenue increasing 59%.