The global television (TV) market has officially entered a phase characterized by stock competition and technological iteration. The competitive landscape among leading brands has evolved from mere market share rivalry to the in-depth reconstruction of the industry's value system. The comprehensive competition involving supply chain resilience, global layout capabilities, core technology R&D strength, and refined market operation capabilities has become the core determinant of enterprises' market standings. Drawing on the latest operational dynamics of the industry, this report systematically analyzes the development pattern and technological evolution trend of the global TV market, offering professional references for industry participants to formulate strategic plans and explore breakthrough pathways.

In terms of market operation, cost pressure dominates the industry's overall mild downward trend, and product structure upgrading has emerged as the core driver of industry growth. In 2025, global TV shipments are projected to reach 221 million units, representing a year-on-year decrease of 0.7%. The annual shipment rhythm exhibited significant volatility, influenced by multiple factors including policy adjustment disturbances, brand inventory regulation, and event-driven stocking demand. Looking forward to 2026, despite the supportive effects of factors such as World Cup-induced demand, policy dividends from the North American tax rebate season, and India's consumption tax reform on market demand, the sharp surge in prices of core semiconductor components such as memory chips will continue to intensify production cost pressures on enterprises. Annual shipments are anticipated to decline by 0.6% year-on-year to 219 million units. Notably, cost pressure is exerting a reverse impetus on the industry to accelerate product structure optimization and upgrading, driving a steady recovery in the average shipment size of TVs. It is forecast that the global TV shipment area will grow by 2.3% year-on-year in 2026, and high-end transformation has become a core strategic initiative for brands to offset cost hikes and expand profit margins.

The technology sector presents a distinct polarized trend, with Mini LED technology gradually establishing itself as the dominant force in the high-end market. In 2026, competition in the global high-end display technology segment will continue to intensify, forming a differentiated competitive landscape between Mini LED and OLED technologies. According to forecasts by Sigmaintell, global shipments of Mini LED TVs will reach 21.1 million units in 2026, a year-on-year surge of 58%, with a market penetration rate approaching 10%. Among these, RGB-Mini LED technology is accelerating large-scale commercialization, becoming a strategic priority for leading brands such as Hisense, TCL, and Samsung. Hisense launched its Linglong 4-Core True Color Backlight Technology, while TCL has focused on advancing the SQD-Mini LED solution, both of which are continuously narrowing the gap with OLED technology in terms of image quality performance. In contrast, shipments of OLED TVs are expected to reach 6.7 million units in 2026, a mere 4.1% year-on-year increase, indicating a significant slowdown in growth momentum. Although enterprises such as Samsung and LG have improved product brightness and reduced manufacturing costs through technological enhancements, the market scale gap with Mini LED TVs continues to widen, ultimately forming a complementary competitive pattern wherein "Mini LED dominates the high-end mass market and OLED maintains a foothold in the ultra-high-end niche market".

Artificial Intelligence (AI) technology has deeply empowered display terminals, and scenario innovation is reshaping the core user experience. The 2026 International Consumer Electronics Show (CES) underscored the industry trend of in-depth integration between AI and display technology. Leading brands have increased investment in self-developed AI image quality chips, achieving full-link image quality enhancement, including frame-by-frame image optimization and precise light and shadow calibration. Meanwhile, AI technology is accelerating the transformation of TVs from traditional audio-visual terminals to smart home hubs: Hisense has constructed an integrated "terminal-cloud-chip" AI ecosystem, enabling diversified scenario innovations such as split-screen interaction and intelligent companionship; Samsung has strengthened the synergy between image quality performance and intelligent interaction by upgrading its AI engine, positioning TVs as core home terminals with active service capabilities.

Faced with industry changes, leading brands must build core competitiveness across three dimensions to achieve high-quality development. Firstly, deepen core technology R&D efforts, focus on Mini LED technology iteration and AI scenario ecosystem expansion, continuously enhance self-developed chip capabilities, and break through core bottlenecks in high-end display technology. Secondly, consolidate the supply chain resilience, effectively mitigating cost impacts such as memory chip price increases through vertical industrial chain integration and the establishment of long-term strategic cooperation mechanisms with core suppliers. Currently, leading enterprises have stabilized their supply chain systems by signing long-term supply contracts and deploying production capacity for core components. Thirdly, optimize regional strategic layouts, further develop global supply networks, flexibly adjust product structures in response to policy orientations and consumer demand characteristics in different regions, and establish differentiated competitive advantages in both emerging and mature markets. In summary, stock competition in the global TV market will intensify further in 2026, with cost pressures and technological opportunities intersecting. Only by abandoning low-level price competition, driving high-end product upgrading through core technological innovation, and resisting market uncertainties with supply chain resilience can industry participants effectively stimulate consumer replacement demand, facilitate value reconstruction and high-quality growth of the global TV industry, and gain an edge in the new round of industry competition.