Key facts
- Global TV shipments rose 8% year-over-year in April 2026, driven by channel inventory build-up for the FIFA World Cup.
- Western Europe saw a 48% year-over-year increase in TV shipments in April 2026, contributing significantly to global growth.
- Rising memory component costs are pushing TV brands to shift production focus from small- to medium- and large-sized models.
- Samsung maintained its leading position in global TV shipments in 1Q26, followed closely by TCL.
- Global TV shipments for the full year 2026 are projected to see a slight 1% year-over-year decline.
Global TV shipments saw a year-over-year increase of 8% in April 2026, primarily driven by brands and retailers building inventory ahead of the FIFA World Cup 2026. This surge was particularly pronounced in Western Europe, which grew by 48% year-over-year, and North America, which saw a 10% increase. However, China's market remained subdued with a 15% year-over-year decline.
This growth in shipments occurred despite a projected overall 1% year-over-year decline in global TV shipments for the full year 2026, with total shipments expected to reach 194.2 million units. The market is experiencing a strategic shift among brands, accelerated by rising memory component costs. Small- and medium-sized TVs, particularly 32-inch models, are facing increased production costs, leading brands to phase out lower-margin products and focus on medium- and large-sized models like 65-inch and 75-inch TVs.
In the first quarter of 2026, global branded TV shipments reached 47.12 million units, a 3.3% year-over-year increase, achieving a post-pandemic high for the period. Samsung maintained its lead in shipments, with TCL closely following and showing the highest growth rate among the top five brands. Xiaomi's shipments declined in the first quarter, partly due to the waning effects of China's subsidy program and a strategic shift towards more profitable larger models. Xiaomi did, however, see a significant surge in Western Europe shipments in April.