Core Insights - The global TV shipment volume is projected to drop below 50 million units for the first time in history in Q3 2025, reaching approximately 49.75 million units, a 6% quarter-on-quarter increase but a 4.9% year-on-year decrease [2] - The decline is attributed to extended consumer purchase cycles, changes in international circumstances leading to demand shifts, and the diminishing effects of subsidy policies in the Chinese market [2] - Despite challenges, a promotional peak in the U.S. and significant sales events in China are expected to boost Q4 shipments to approximately 53.21 million units, a 7.3% quarter-on-quarter increase [2] Shipment Performance - In Q3, the top five brands by shipment volume were Samsung, Hisense, TCL, LGE, and Xiaomi, collectively holding a market share of 64.3% [3] - Hisense's Q3 shipments reached 7.66 million units, a 9.7% quarter-on-quarter increase, allowing it to reclaim the global second position with a market share of 15.4%, the highest for the same period historically [3] Size Trends - The penetration rate of large-sized TVs (60 inches and above) has reached 28.2% for the first time, driven by increasing demand and subsidy policies in China [4] - Samsung and Hisense dominate the 65-inch and 75-inch markets with market shares of 26% and 22%, respectively, while TCL leads the 98-inch segment [4] - The overall shipment volume for 65-inch TVs remains higher than that for 70-inch and above by approximately 12 percentage points, indicating sustained demand for mid-to-high-end large sizes [4] Market Strategy Shift - The focus of brands is shifting from merely increasing size to upgrading product specifications, emphasizing differentiation through advanced features like RGB Mini LED, high refresh rates, and AI integration [5]