---
title: "In the fourth quarter of 2025, a 25.3% plunge! China's global television market share drops to fourth place"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/278842594.md"
description: "In the fourth quarter of 2025, China's television market shipments plummeted by 25.3% year-on-year, with the global market share sliding to fourth place, mainly due to the end of government subsidy policies and consumers upgrading in advance. In contrast, markets in other regions of the world showed growth, with North America and Western Europe increasing by 4.7% and 3.2%, respectively. Chinese brands such as TCL and Hisense are accelerating their overseas expansion, with market share in North America rising to 30.7%. The high-end market remains the core of profitability, with OLED shipments increasing by 8.6% year-on-year"
datetime: "2026-03-12T07:37:09.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/278842594.md)
  - [en](https://longbridge.com/en/news/278842594.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/278842594.md)
---

# In the fourth quarter of 2025, a 25.3% plunge! China's global television market share drops to fourth place

According to a report released by Omdia on March 11, 2023, the global television shipment volume remained flat year-on-year, reaching 61.5 million units in the fourth quarter of 2025.

However, the shipment volume in the Chinese market plummeted by 25.3% year-on-year, causing its regional market share to drop directly to fourth place globally, surpassed by Western Europe, Asia-Pacific, and Oceania.

The significant decline in the Chinese market is mainly attributed to the end of previous government subsidy policies, coupled with consumers completing their television upgrades ahead of time, leading to a short-term slump in demand.

In stark contrast, other global regional markets showed growth, with mature markets in North America and Western Europe growing by 4.7% and 3.2% year-on-year, respectively. Emerging regions performed even better, with Latin America and the Caribbean growing by 12.5%, and the Middle East and Africa growing by 9.4%.

In response to the weak domestic market, Chinese television brands are accelerating their overseas expansion, with TCL and Hisense being notable representatives. Their shipment share in the North American market increased from 28.6% in the same period last year to 30.7%. Even with stricter compliance requirements in the U.S., they have adapted by adjusting their supply chains, shifting more shipment volumes to overseas markets.

The high-end market remains the core driving force for profitability in the television industry, with OLED shipments growing by 8.6% year-on-year in the fourth quarter of 2025, and Western Europe, as the largest OLED market, seeing an increase of 11.5%.

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