TrendForce集邦·2025-11-03 06:09Core Insights - The global TV shipment volume in Q3 2025 was approximately 49.75 million units, marking a 6% increase quarter-over-quarter but a 4.9% decrease year-over-year, the first time it has fallen below 50 million units in the same period historically [2] - The decline is attributed to extended consumer purchase cycles, changes in international circumstances affecting demand, and the diminishing effects of subsidy policies in the Chinese market [2] - Anticipated promotions in the fourth quarter in Europe and the U.S., along with China's Double 11 and Double 12 shopping events, are expected to boost shipments to approximately 53.21 million units, a 7.3% increase from Q3 [2] - The total global TV shipment for 2025 is projected to be 195.59 million units, reflecting a year-over-year decrease of 1.2% [2] Brand Performance - The top five brands in Q3 2025 by shipment volume were Samsung, Hisense, TCL, LGE, and Xiaomi, collectively holding a market share of 64.3% [6] - Hisense regained the position of the second-largest global TV manufacturer with a shipment of 7.66 million units in Q3, a 9.7% increase quarter-over-quarter, raising its market share to 15.4%, a record high for the same period [6] Size Segment Trends - The penetration rate of large-sized TVs (60 inches and above) reached 28.2% for the first time, driven by increasing demand and subsidy policies in China [7] - Samsung and Hisense led the 65-inch and 75-inch markets with market shares of 26% and 22%, respectively [7] - TCL dominated the 98-inch market, while Hisense maintained a near 50% market share in the 100-inch segment [7] - Despite a decline in overall shipment volumes for smaller-sized TVs, Samsung retains a stable advantage in the 60-inch and above segment with a market share of 22% [7] Market Outlook - As the effects of subsidy policies in the Chinese market wane, growth in large-sized TV shipments is expected to slow significantly, with 65-inch shipments nearly stagnating and 75-inch growth rates dropping to 13%, half of the previous year's figures [8] - The focus of brands is shifting from merely increasing size to upgrading product specifications, emphasizing differentiation through advanced features such as RGB Mini LED, high refresh rates, and AI integration [8]