Core Viewpoint - TrendForce's latest survey indicates that global TV brand shipments are expected to reach 92.5 million units in the first half of 2025, reflecting a 2% year-on-year increase, but the second half may face challenges due to various market factors [2]. Group 1: Market Dynamics - The anticipated demand for the second half of 2025 may be pressured by high panel costs, which hinder brands from expanding promotional activities [2]. - Expected tariff adjustments could influence retail prices, leading consumers to make purchases earlier, with U.S. TV sales in the first half of 2025 showing a year-on-year increase of 2% to 3%, potentially pulling forward demand that would have been released in the second half [2]. - Domestic demand may face pressure due to changes in the market environment and policy adjustments, leading to a downward revision of the total shipment forecast for 2025 to 195.71 million units, a decrease of 1.1% year-on-year [2]. Group 2: Brand Performance - The top five TV brands in the first half of 2025 are Samsung, TCL, Hisense, LGE, and Xiaomi, collectively holding 65.6% of the market share [5]. - TCL and Hisense experienced significant shipment growth in the first half of 2025, with increases of 12.5% and 7.3% respectively, outperforming the market average and improving their market shares compared to 2024 [5]. - Vizio's shipments grew by 13% in the first half of 2025, the highest among all brands, and is expected to see over 30% annual growth due to its acquisition by Walmart [5]. Group 3: Technology Trends - Mini LED TV shipments are projected to increase by 67% year-on-year, reaching 12.9 million units, with TCL, Hisense, and Xiaomi expected to capture a combined market share of 62% [6]. - OLED technology is anticipated to account for approximately 3.4% of the global TV market by 2025, with Samsung raising its shipment target to 2 million units, leading to a 5.6% year-on-year increase in OLED TV shipments, capturing nearly 80% of the market share among the two major Korean brands [6]. - High refresh rate TVs (120Hz and above) are expected to see a year-on-year shipment growth of 24.4%, with an overall market penetration rate of 13.6% driven by policy support and brand upgrades [6].

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]

Core Insights - The global TV brand shipment volume reached 92.5 million units in the first half of 2025, reflecting a year-on-year increase of 2% [2] - The overall shipment forecast for 2025 has been revised down to 195.71 million units, indicating a year-on-year decrease of 1.1% [2] Group 1: Market Performance - Major brands in the first half of 2025 included Samsung, TCL, Hisense, LGE, and Xiaomi, collectively holding a market share of 65.6% [6] - TCL and Hisense experienced significant growth in shipments, with increases of 12.5% and 7.3% respectively, outperforming the market average [7] - Vizio's shipments grew by 13% in the first half of 2025, with an expected annual growth of over 30% following its acquisition by Walmart [7] Group 2: Technology Trends - Mini LED TV shipments are projected to increase by 67% in 2025, reaching 12.9 million units, with TCL, Hisense, and Xiaomi expected to capture 62% of the market share [8] - OLED technology is anticipated 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% annual growth in OLED shipments [8] - High refresh rate TVs (120Hz and above) are expected to see a 24.4% increase in shipments, with a market penetration rate of 13.6% driven by mid-to-high-end product demand [8]