Samsung Electronics is shaking things up in its visual display division as Chinese rivals like TCL and Hisense gain ground in the global TV market. According to a recent report from Pulse, the English arm of Korea’s Maeil Business Newspaper, the tech giant has kicked off an internal management review to tackle these challenges.
Industry insiders say the review, led by Samsung Global Research, will evaluate the division’s performance and suggest ways to bounce back. This comes at a time when the South Korean company has held the number one spot in global TV sales revenue for 19 straight years, grabbing a solid 30% share in Q1 2025.
But when it comes to TV shipments, Samsung’s lead is slipping. Its market share sits at 19.2%, while TCL is close behind at 13.7% and Hisense at 11.9%. LG Electronics trails in fourth with 10.7%.
The TV industry faces tough times overall, with the market shrinking as people turn to smartphones and tablets for video streaming. Buyers now prefer smaller, budget-friendly TVs over big-screen models.
At the IFA trade show in Berlin on September 4, 2025, Samsung’s visual display head Yong Seok-woo pointed out the rise of Chinese brands in the under-$1,500 segment. To fight back, Samsung is rolling out Vision AI, which adds conversational AI to its TVs for better user experience and smarter connectivity.
Experts warn that Samsung might soon lose its top position in TV shipments. At a Display Strategy Seminar on September 5, 2025, UBI Research CEO Lee Choong-hoon shared some stark numbers: Samsung’s TV shipments dropped from 50 million units in 2020 to the mid-30 million range in 2024. He predicts Hisense could overtake Samsung next year, with TCL catching up by 2028.
As competition heats up in the smart TV market, Samsung’s moves could be key to staying ahead.
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