Samsung’s TV Dominance Challenged as Hisense and TCL Surge in Market Share
Following initial reports after CES 2025, a growing threat to Samsung’s long-held leadership in the television market is now demonstrably real. New data reveals significant gains by both Hisense and TCL, raising concerns that Samsung could lose its top spot for the first time in nearly two decades.
According to research conducted by Counterpoint, Hisense and TCL experienced revenue increases of 87% and 74%, respectively, in the first quarter of 2025. These gains translated into increased shipments and a larger percentage of overall market share. “For the first time in almost two decades, Samsung risks losing its spot on top of the TV market,” a Counterpoint analyst stated.
The shifting dynamics are evident in Samsung’s recent strategic focus. A pattern has emerged where Samsung actively targets its competitors, a tactic previously reserved for LG. “You can always tell when a TV brand is feeling the cosh from another,” one industry observer noted. While Samsung previously frequently discussed LG’s advancements, recent tech seminars hosted by the company have largely omitted any mention of LG, Sony, or Panasonic. Instead, the focus has squarely been on Hisense and TCL, scrutinizing their technology and even referencing legal challenges, such as a class-action suit filed against TCL QLED TVs in the US.
Despite Samsung’s aggressive counter-offensive, consumer behavior suggests the efforts haven’t yet yielded the desired results.
Hisense’s Ascent to Premium Status
Hisense, in particular, is experiencing a significant transformation. A reviewer with five years of experience tracking the brand notes a dramatic improvement in quality and performance. “I’ve been reviewing Hisense TVs for about five years now… a lot has changed since then.”
Initially positioned as a value-focused brand, Hisense’s early models, like the U8Q, offered premium features but lacked the refined performance of established players like Samsung and LG. Early iterations suffered from backlight issues, subpar motion processing, and a less polished picture quality. However, a concerted effort to elevate the brand began to take shape following a factory visit in 2023.
The latest U8Q represents the culmination of this effort, delivering a consistently improved performance across all key areas. While acknowledging that Hisense’s designs aren’t yet on par with competitors, the reviewer highlights significant improvements in backlight technology, motion processing, and sound quality – even surpassing Samsung and LG in the latter category, though still trailing Sony and Panasonic.
The turnaround is reflected in recent review scores. Trusted Reviews has awarded four Hisense TVs a rating of 4.5 stars or higher in 2025, culminating in a five-star rating for the U7Q Pro – a first for the brand. This contrasts sharply with 2024, when no Hisense TV achieved a score above 4 stars.
A Strategy of Imitation?
Hisense’s ambition is also apparent in its product design and features. Engineers from Hisense Germany reportedly sought feedback from Trusted Reviews, revealing a clear pattern of inspiration drawn from Samsung’s innovations. “Going through the various features of the U8Q and it was clear that there’s been plenty of inspiration taken from Samsung,” the reviewer stated.
This includes a new Game Hub mirroring Samsung’s offering, the adoption of a solar-charging remote, a strong emphasis on peak brightness, and even subtle interface elements like displaying the remote’s battery charge. Furthermore, Hisense’s Canvas TVs draw clear parallels to Samsung’s popular Frame models. Hisense and TCL have also been aggressively competing with Samsung in the large-size TV market for the past two years.
Despite these challenges, Samsung remains a formidable competitor. “But let’s not discount Samsung,” the reviewer cautions. “They are where they are because of the leading role they’ve taken in the TV market.” While it won’t be easy for Hisense or TCL to dethrone the industry leader, the current market dynamics suggest that Samsung is, for the first time in years, exhibiting signs of vulnerability.
