In 2024, Samsung sold the highest number of TVs among all the brands globally, making it the number one TV brand in terms of sales for 19 consecutive years. Last month, we reported that the company was on track to lead the segment for 20 years in a row. Well, that moment has finally come.

According to a new report from Counterpoint Research, Samsung shipped the highest number of TVs among all brands globally in 2025, capturing 17% of the global TV market. With that, the South Korean tech giant is now the number one TV brand for 20 years or two decades consecutively.

While that’s great news for Samsung and its fans, the brand’s market share dropped by one percentage point year-over-year (YoY). On the other hand, the market share of its closest rival, TCL, increased by three percentage points YoY. 

With that, TCL is just a percentage away from stealing the crown for the world’s largest TV brand globally from Samsung. This is the closest any brand has ever come to beating the South Korean tech giant in the TV space, as far as we remember.

In the third, fourth, and fifth places are Hisense, LG, and Walmart, with 10%, 9%, and 5% market shares, respectively. Speaking of Samsung TVs, at CES 2026, the brand launched its new lineup of OLED TVs. You can read more about them here.