The global television market fell 2.1% in the 2nd quarter of 2025, with shipments stood at 47.1 million devices, compared to 48.1 million in the corresponding period of 2024.

As analysts comment, the decline is mainly due to the reduction in demand in mature markets, while manufacturers are now turning their attention to less developed areas.

Reduction in Europe, North America and Japan pushes market – turning to emerging areas brings new balances

Western Europe dropped by 9.7%, North America by 7.4%and Japan by 4.5%. According to Matthew Rubin, Omdia’s Principal Analyst, this result is linked to the adjustment of stocks.

Manufacturers had channeled increased quantities in the market from the 2nd half of 2024 to prevent the impact of US duties, which now leads to a slowdown.

The movements of Chinese brands

Decrease growth for TCL and Hisense, which increased by only 4.8% – the lowest percentage of 2023 – reflects international challenges. In the US, trade in trade pushed companies to a strategic shift to Europe, but intense price competition failed to boost demand.

The absence of a major sporting event, such as the World Cup, exacerbated the conditions, while continuous discounts further compressed prices, creating a difficult environment for non -Chinese manufacturers.

Emerging markets in the foreground

In contrast, television missions recorded a significant increase in the Middle East and Africa (+8.7%), as well as in Asia and Oceania (+6.4%). Chinese companies are exploiting these markets, often at the expense of their Korean competitors.

At the same time, Mexican factories, which had boosted production for the US, are now turning to other Latin America markets, while Asian production – which has been redirected from the US to Europe – is difficult, as demand is receding there. This imbalance poses risks to new fluctuations within the rest of the year.

The definitive salvation for non -Chinese brands is – at present – the domestic China market, which increased by 1.6%. However, OMDIA warns that this impulse is based on temporary government incentives, which, when expired in 2026, will probably lead to massive passage of surplus volume in international markets, exacerbating competition.

The OLED market under pressure

Even the OLED market, which was considered a safe haven, reported 1.8%. The deceleration is mainly attributed to large discounts on 2024 models, which stopped the adoption of the newest and most expensive 2025 models.

Analysts comment that the TV market is in a transitional stage. Demand in mature markets is shrinking, Chinese companies are boosting their presence in emerging areas, and pricing pressures compress profit margins. The course of 2026 will be judged by whether the global market will balance between short -term strategies and long -term stability.