集邦咨询：2025年上半年全球电视品牌出货量达9250万台 年增2%

Core Insights - The global TV brand shipment volume is projected to reach 92.5 million units in the first half of 2025, reflecting a year-on-year increase of 2% [1] - Mini LED TV shipments are expected to grow by 67% this year, reaching 12.9 million units, with TCL, Hisense, and Xiaomi collectively increasing their market share to 62% [1] - The overall TV shipment forecast for 2025 has been revised down to 195.71 million units, a decrease of 1.1% year-on-year [1] Brand Performance - Samsung's shipment volume remains stable at 16.55 million units for both 1H24 and 1H25, with a slight decline in market share from 18.2% to 17.9% [2] - TCL's shipments are projected to increase by 12.5% from 12.52 million units in 1H24 to 14.08 million units in 1H25, raising its market share from 13.8% to 15.2% [2] - Hisense is expected to see a 7.3% increase in shipments, from 12.88 million units in 1H24 to 13.82 million units in 1H25, with market share rising from 14.2% to 14.9% [2] - Vizio's shipments grew by 13% in the first half of the year, with an expected annual growth of over 30% due to its acquisition by Walmart [4] Market Trends - The penetration rate of Mini LED TVs is projected to be around 6.6%, with significant contributions from TCL, Hisense, and Xiaomi [1] - OLED technology is expected to account for approximately 3.4% of the global TV market in 2025, with Samsung raising its shipment target to 2 million units, leading to a 5.6% year-on-year increase in OLED TV shipments [4] - High refresh rate TVs (120Hz and above) are anticipated to see a year-on-year growth rate of 24.4%, with a market penetration rate of 13.6% [4] - The overall TV market is experiencing a structural upgrade driven by technology, with brands focusing on Mini LED, OLED, and high refresh rate products to enhance competitiveness [5]