**Global TV Shipments Rise as World Cup Boosts Demand**
In the second quarter of 2026, global television shipments experienced a notable increase of 3.6% year-on-year, reaching a total of 48.8 million units. This growth has been attributed to heightened consumer demand surrounding the FIFA World Cup, as well as the coinciding Amazon Prime Day, according to research firm Omdia.
Despite the positive shipment figures, the television industry continues to grapple with challenging market conditions. Persistent consumer inflation and tightening supplies of memory components have contributed to rising cost pressures. However, Omdia noted that these factors had a limited impact on shipment volumes during the quarter, although they are anticipated to affect the market later in the year.
A significant factor in the global growth landscape has been the performance of major markets. While China, the world's largest market for televisions, saw a decline in shipments of 15.1% year-on-year following the conclusion of local stimulus programs, developed markets showed resilience. Western Europe reported a robust growth rate of 9.5%, while North America experienced a 4.7% increase, driven largely by the World Cup, which took place in two of the tournament's three host countries.
Emerging markets also contributed positively to the overall growth. Eastern Europe recorded a remarkable 14.5% rise in shipments, and Latin America and the Caribbean saw an increase of 12.8%. Omdia highlighted a trend of Chinese television brands shifting their focus to international markets, as weak domestic demand has prompted manufacturers to seek growth opportunities abroad.
The second quarter's shipment figures were somewhat insulated from the ongoing memory supply constraints, as manufacturers adapted by promoting older product lines and utilizing existing inventories of less expensive memory components. However, with supply restrictions expected to persist and memory prices on the rise, television prices are projected to face upward pressure throughout the year.
Omdia also observed a shift in consumer preferences, with manufacturers increasingly moving away from lower-resolution televisions in favor of 4K models. This transition is partly due to the severe constraints on lower-capacity memory products. Additionally, competition within the Mini LED television market intensified during the quarter, with Mini LED TVs accounting for 13% of global shipments. Major players like Samsung and LG Electronics expanded their offerings and reduced entry-level prices, which has heightened competitive pressure on previous market leaders such as TCL and Hisense.
In the first quarter, TCL commanded a 30.2% share of global Mini LED television shipments, but by the second quarter, Samsung had surged to the top position with a 28.2% share. This shift highlights the dynamic nature of the television market and the rapid evolution of consumer preferences.
Competition is also heating up in the RGB LED television segment. Shipments of RGB LED TVs reached 295,000 units in the second quarter, with Hisense initially dominating the market with a 77.2% share at the beginning of the year. However, by the second quarter, Hisense's share had dropped to 42.9%, as Samsung and Sony captured significant portions of the market.
Matthew Rubin, research manager for TV Set Research at Omdia, noted that the prominent promotion of RGB LED televisions during the World Cup has significantly increased consumer awareness of this technology. As adoption grows, RGB LED televisions are expected to increasingly compete with OLED models in the premium segment. Rubin emphasized that consumer preferences will likely be influenced by pricing and the clarity with which consumers can differentiate between the two technologies.
As the television market continues to evolve, manufacturers are expected to navigate a complex landscape characterized by shifting consumer demands and competitive pressures. The impact of global events, such as the FIFA World Cup, alongside ongoing economic challenges, will play a crucial role in shaping the future of television shipments and technology adoption.