Developing Economies and North America Lead Growth
Global TV shipments rose by 6% year-on-year to 50.3 million units in the first quarter of 2026. Retailers prepared for the upcoming 2026 World Cup, according to data from Omdia’s latest TV Sets Market Tracker.
In contrast, Mainland China was the only region not experiencing growth due to weak local demand following domestic stimulus measures in 2025. other regions saw significant increases.
Asia & Oceania and Latin America posted the highest growth, with shipments rising 13% and 12% respectively. Chinese vendors redirected shipments to these regions as their own market remained weak.
North America’s Strategic Opportunities
North America experienced an 11% increase in TV shipments despite being a saturated market. The U.S., as a co-host of the World Cup, provided retailers with opportunities to boost sales.
Walmart focused on promoting Vizio OS to generate advertising revenue, contributing to the growth in TV shipments. The competitive nature of the market has kept TV prices stable, even with rising memory costs.
Matthew Rubin, Omdia’s research manager, highlighted that RGB LED TVs, although a small proportion of shipments with just 39.4 thousand units, are expected to gain traction. “With many more models being introduced ahead of the World Cup, shipment volume of this technology is expected to accelerate rapidly,” Rubin said.
RGB LED technology, which competes with OLED TVs, is on the rise. Chinese brands like TCL and Hisense are leading this trend, and the technology could soon be seen in mid-range TVs.
The upcoming World Cup is likely to further influence market trends as retailers continue building inventory ahead of the event. TV shipments are expected to remain strong throughout 2026.
Globally, TV prices have remained surprisingly stable despite increases in memory prices. This stability reflects the competitive nature of the TV market and the shift in profit strategies toward advertising.
Developing economies have significantly propelled global growth. The redirection of Chinese shipments has particularly benefited Asia & Oceania, as well as Latin America, amidst weak domestic demand in China.
