Samsung Leads TV Market in Q1 but TCL Is Closing the Gap

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Samsung is off to a solid start in 2026, at least when it comes to TVs. According to Counterpoint Research, global TV shipments grew 3% year over year in Q1 2026. Samsung did even better, posting 8% growth in first quarter, which marks its strongest performance in nearly two years.

Samsung TV shipments grow in Q1 2026 but TCL is closing in fast

That sounds like a win, and it is, but the bigger picture isn’t entirely comfortable. TCL is catching up fast, growing shipments by a massive 22% year over year. While Samsung is still on top, the gap between the two brands is shrinking quicker than before.

As Counterpoint reveals Samsung’s growth came largely from its OLED segment, especially W-OLED TVs, which saw strong demand. The problem is that OLED still makes up a relatively small portion of total TV shipments. So even though growth looks impressive, it didn’t move the needle as much overall.

Meanwhile, Samsung is trying to stay competitive with aggressive pricing strategies. The company split its lineup into tiers like the premium R95H and the more affordable R85H. It even pushed a 55-inch RGB MiniLED TV below the $2,000 mark, making high-end tech more accessible.

Things are about to heat up in Q2 2026. TCL and Hisense are doubling down on MiniLED, while LG is pushing more affordable OLED TVs. Samsung, meanwhile, is trying to balance aggressive pricing with its premium image to stay competitive.

There’s also some movement behind the scenes. Samsung has a new head for its Visual Display division, pointing to a shift toward more platform-focused strategies. As rivals explore partnerships and joint ventures, the TV market could see some big changes.

Written by

Abhinav Anand

Abhinav Anand is the News Editor at SammyGuru and a technology journalist based in New Delhi. Before joining SammyGuru, he contributed to numerous outlets, including Android Headlines, ExtremeTech, The Mac Observer, Financial Express, Economic Times, iGeeksBlog, KnowTechie, PhonesWiki, SlashGear, and more. You can reach him at [email protected].

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