TCL has moved ahead of Samsung to become the world’s largest television shipper for December 2025, according to newly released figures from Counterpoint Research. The Chinese manufacturer recorded a 10 per cent year-on-year rise in shipments during the month, securing a 16 per cent share of the global market. Samsung followed in second position with a 13 per cent share, despite posting its own 8 per cent annual increase.

The shift reflects TCL’s growing momentum across several key territories. Strong demand throughout Asia-Pacific, mainland China and the Middle East helped lift overall volumes, compensating for softer trading conditions in North America and Western Europe. The brand’s strategy has centred on competitively priced mid-tier and entry-level models, including the recently introduced T7 series, which has resonated with cost-conscious buyers. TCL also stimulated demand for its step-up QM8K and QM9K sets through sharp seasonal promotions in the lead-up to the holidays.

Although December marked a notable win for TCL, the broader fourth quarter still favoured Samsung. Across Q4 2025 as a whole, Samsung shipped 2 per cent more units than its rival. Growth in North and South America supported Samsung’s quarterly performance, yet this was partly offset by weaker results in Western Europe and the Middle East. Meanwhile, Hisense, which ranked third in December, experienced a 23 per cent year-on-year decline in shipments, underlining the challenges facing manufacturers amid a contracting Chinese television market.

Industry analysts suggest that TCL’s rise could present a longer-term threat to Samsung’s dominance. A forthcoming collaboration with Sony’s Bravia brand, expected to be finalised in March 2026, may provide TCL with greater credibility in the premium segment. Samsung has traditionally led this category with its OLED and 8K ranges, but a strengthened TCL presence at the higher end of the market could alter established hierarchies if executed effectively.

While one month of leadership does not guarantee a sustained takeover, TCL’s trajectory indicates a more competitive landscape ahead. Through calculated pricing, well-timed regional focus and ambitions to climb further into the premium tier, the company has signalled that Samsung’s long-held position at the top of the global TV market can no longer be taken for granted.