Counterpoint Research released data on May 29 showing that Samsung Electronics’ TV shipments grew 8% year-on-year in the first quarter, raising its global market share from 16.1% in the same period last year to 16.8%. Second-ranked TCL from China saw shipments increase 22% year-on-year, with its market share rising from 12% to 14.1%. The gap between the two narrowed from 4.1 percentage points a year earlier to 2.7 percentage points. According to Yonhap News Agency, although Samsung achieved significant growth in the white OLED TV segment, the overall OLED shipment volume remains smaller than that of LCD TVs, limiting its contribution to overall growth. TCL saw growth across all categories, with Mini LED LCD TVs being the main driver.
Counterpoint Research expects competition in the industry to intensify further as Samsung, LG, TCL, Hisense and other manufacturers accelerate the launch of new products starting in the second quarter. Alliances are also accelerating: in March this year, TCL confirmed the establishment of a joint venture with Sony, and news of LG Electronics’ TV business forming a joint venture with Hisense is also circulating in the industry, suggesting the industry landscape may undergo a new round of restructuring.