The global TV market is set for a shake-up, with ultra-large screens over 80 inches tipped to drive growth from 2026 onwards, according to new data from research group Omdia. Sales in this segment are forecast to climb more than 40% over the next five years, fueled largely by falling panel prices.

Analysts point to TCL and Hisense as key players in the shift, as consumers increasingly opt for more affordable large-format LCD models over premium OLED alternatives. TCL is currently leading the category with its 85- and 98-inch models, closely followed by Hisense with 100-inch displays. Samsung and Sony are also moving aggressively into the ultra-large space, particularly in the emerging RGB LCD segment.

“Considerably lower prices for ultra-large TVs are making this premium category accessible to many more consumers,” said Matthew Rubin, Principal Analyst for TV at Omdia. “The dramatic change in pricing dynamics reflects manufacturing efficiencies and the willingness of Chinese brands to prioritise market share and visibility over short-term profitability in the $1,000-plus premium segment.”

While the overall TV market is expected to see minimal growth — rising from 209 million units in 2025 to 211 million in 2029 — the ultra-large category will be the standout performer. Omdia forecasts shipments of TVs over 80 inches to jump from 9 million in 2025 to more than 13 million by 2029. At the same time, demand for sub-75-inch models is projected to fall by more than 20%.

The surge in interest is being driven primarily by LCD rather than OLED technology. LG Display, the leader in OLED, is under pressure after divesting its LCD manufacturing arm to TCL, and is now said to be exploring RGB LED technology in partnership with TCL.

RGB LED backlight technology is expected to spread quickly beyond flagship models into mid-range TVs. Hisense has already flagged plans to make RGB LED sets affordable as early as next year, while Samsung and Sony are rumoured to be preparing wider rollouts.

At this month’s IFA trade show, manufacturers made it clear that RGB LED is becoming a bigger focus for ultra-large TVs than 8K resolution. With many brands shifting priorities, Samsung remains one of the few still heavily invested in the 8K market.