Omdia’s 4Q25 TV Tracker: 61.5M Shipments Flat, China Falls 25%
Omdia’s TV market tracker shows global shipments held steady at 61.5 million units in 4Q25, as a 25.3% year-over-year drop in China was offset by growth in other regions. North America shipments rose 4.7% while Western Europe and Latin America climbed 3.2% and 12.5%, respectively.
1. Global Shipment Trends
Global TV shipments were flat at 61.5 million units in 4Q25, with a 25.3% decline in China offset by gains in other markets.
2. Regional Performance
North America shipments rose 4.7% despite softer holiday sell-through and higher inventory, while Western Europe grew 3.2%. Latin America & the Caribbean and Middle East & Africa led gains with increases of 12.5% and 9.4%, respectively.
3. Chinese Brands’ Strategy
TCL and Hisense increased combined shipments by 2.2% year-over-year, boosting their North America share from 28.6% to 30.7%. Both brands have adjusted supply chains to meet tighter U.S. requirements, prioritizing profitability amid rising component costs.
4. Premium Segment Outlook
Premium segment growth was driven by an 8.6% jump in OLED shipments, with Western Europe sales up 11.5%. Omdia notes Chinese brands are positioning Mini LED technology as their core premium offering, showcased by TCL’s CES 2026 lineup.