Global TV shipments saw minimal change in the second quarter of 2026, with early World Cup promotions giving way to softer June demand, but overall market health remains resilient amid shifting promotional strategies and rising OLED sales.
Global TV shipments were almost unchanged in the second quarter of 2026, as an early surge in buying tied to World Cup promotions gave way to weaker June demand, according to Counterpoint Research. The firm said shipments fell 4% year on year in June, leaving the quarter down just 0.4% overall. That points to a timing effect rather than a broad deterioration in the market.
Counterpoint linked April’s strength to channel-filling ahead of the tournament, when brands stocked retailers in expectation of higher consumer interest. The pattern mirrors other consumer electronics categories, where promotional cycles and inventory moves have increasingly distorted quarterly comparisons. In April, Counterpoint said global TV shipments rose 8% year on year on the back of those World Cup-related campaigns.
At brand level, AOC, Samsung and TCL were among the names that grew in the quarter, while most rivals declined. Samsung and TCL remain especially closely matched in LCD televisions, with Counterpoint putting their shipment shares at 13.7% and 13.8% respectively in June. The two companies are pursuing different product strategies: Samsung is extending RGB-backlight TVs across more price points, while TCL has kept its RGB MiniLED sets focused on large premium models and is using SQD MiniLED as its higher-end platform.
The OLED segment continued to outperform the wider market. Counterpoint said OLED TV shipments rose 12% year on year in June and finished the quarter up 20%. LG Electronics held just over half of the OLED market in both June and the full quarter, underscoring its lead in the category. Counterpoint research director Bob O’Brien said OLED has recently lost ground to cheaper MiniLED TVs in the super-premium segment, but argued that LG Display’s effort to lower WOLED costs could help reverse that trend by making OLED sets more affordable.
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