World Cup 2026 Could Decide Samsung vs Hisense MiniLED Battle: Counterpoint

The 2026 FIFA World Cup has finally kicked off (and Samsung has updated Now Bar with animated goal celebrations). Football fans are glued to their screens, and Counterpoint Research says the North American TV market is feeling the heat. Promotions have been rolling out since late April, and June is expected to bring a sharp spike in demand.

Samsung leads MiniLED race, but World Cup may flip it, says Counterpoint

Behind all the excitement, a fierce battle is unfolding. In 2025, Hisense narrowly led the North America MiniLED TV market with a 32% share, just ahead of Samsung’s 31%. But Samsung came back swinging in Q1 2026, jumping to 40% while Hisense dropped to 27%, creating a noticeable gap.

According to Counterpoint, Q2 could flip the script again. Hisense typically ramps up shipments during this quarter, and this year it lines up perfectly with World Cup-driven demand. It’s a classic case of timing being everything. If momentum swings its way, the gap could shrink fast. If not, Samsung may tighten its grip even further.

Hisense is playing the sponsorship card to the hilt. Its RGB MiniLED TVs and U7 series are timed to ride the World Cup wave, aiming to turn eyeballs into buyers. It’s trying to make hay while the sun shines, especially by bringing newer display tech to more affordable segments.

Samsung isn’t just watching from the sidelines. It’s countering with a full-stack strategy, with premium Micro RGB models at the top and cheaper MiniLED options below. Add in software perks (such as AI Soccer Mode), FIFA content access, and heavy discounts, and it’s clear Samsung means business. Either way, buyers are sitting pretty this season.