Global TV shipments declined by 4% in June, but OLED televisions buck the trend with a 20% quarterly increase, driven by premium segment strength and innovative panel developments.
Global TV shipments fell 4% in June from a year earlier, leaving second-quarter volumes 0.4% below the same period in 2025, but OLED televisions moved in the opposite direction. According to Counterpoint Research, OLED TV shipments rose 12% in June and 20% across the quarter, with LG Electronics leading the category.
Counterpoint attributed part of June’s weakness to demand being pulled forward into April by buying linked to the 2026 Football World Cup. That pattern matters because it suggests the market did not simply weaken; some replacement demand appears to have arrived earlier than usual, leaving a softer month at the end of the quarter.
The figures also fit a broader picture of a TV market that has been under pressure in several regions, even as premium sets continue to hold up better than mass-market models. Omdia said global TV shipments were flat at 61.5 million units in the fourth quarter of 2025, while China saw a sharp drop after subsidies ended and many consumers advanced purchases. By contrast, North America and Western Europe posted growth, helping stabilise the overall market.
OLED’s relative strength is also consistent with the premium segment’s resilience. Samsung accounted for 31.3% of global TV sales in the first quarter of 2026 and held 53.4% of the premium market for sets above $2,500, according to market data cited by SamMobile. At the same time, TrendForce has warned that rising memory, panel and precious metal costs will make 2026 a harder year for TV brands, prompting it to cut its full-year shipment forecast to 194.81 million units. Against that backdrop, LG Display is developing lower-cost OLED panel designs, including WOLED SE and two-stack tandem panels, in an effort to widen OLED’s appeal and grow its share beyond the high end of the market.
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