Counterpoint Research has published a new report detailing the global premium TV market share in Q4 2024. Samsung remained the world’s top TV brand in Q4 2024, according to the report, holding a 16% market share in Q4 2024. However, competition is heating up as Chinese rival TCL close cap, securing 14% share. That’s just two percent points behind Samsung.
Global TV shipments saw a modest 2% year-over-year growth in Q4, hitting 61 million units. Meanwhile, total shipments for 2024 reached around 230 million units, also up 2% YoY. However, not all regions were basking in the growth. Japan and Asia saw declines of 15% and 4% YoY, respectively.
Samsung takes the lead in Premium TV market, but faces stiff competition from Chinese brands
While Samsung continues to lead the overall TV market, it’s feeling the heat in the premium segment. Samsung’s market share in high-end TVs dropped to 29% in Q4 2024, a steep 12 percentage points decline year-over-year. This slump comes as Chinese brands aggressively muscle their way into the premium space. That saw a record-breaking 51% YoY growth in Q4 and a solid 38% growth for the full year.
TCL, in particular, more than doubled its premium TV shipments, overtaking LG to claim the No. 2 spot. Meanwhile, MiniLED TVs — one of the fastest-growing premium categories — saw a 170% YoY surge. It also surpassed OLED TV shipments for the first time since Q2 2024.
Samsung remains the top premium TV brand in North America, with a 53% market share last year. But trouble could be ahead—proposed U.S. tariffs may shake up the market. If a 25% tariff on Mexican-made TVs goes into effect under the Trump administration, Samsung and other brands that rely on North American sales could face major challenges.
Counterpoint Research’s Calvin Lee warns that companies must prepare for possible disruptions. Since North America is a key market for premium TVs, any tariff changes could impact prices and competition. Sure, the battle for premium TV dominance is far from over.
