Samsung Holds Top TV Spot in Q2, TCL Surges to #2

Published August 17, 2020

Samsung remained the #1 brand for TV shipments in Q2 2020, despite a modest Y/Y decline in shipments, while TCL surged past LG Electronics for the #2 spot, according to the latest update of the DiScien Monthly Global TV Shipment Report, available in Japan, Europe and the Americas through DSCC’s exclusive relationship with DiScien. The report covers quarterly TV shipments for the top 15 global TV brands by brand, screen size, display technology, resolution, and geographical region, with pivot tables to enable fast and easy analysis.

Worldwide TV shipments from the top 15 brands declined by 2% Y/Y to 38.0 million. Looking at the demand picture by region in the first chart here, a big increase in North America plus a smaller increase in China were not able to overcome sharp declines in emerging regions. TV shipments to North America increased 39% Y/Y to 9.5 million, and shipments in China increased 5% Y/Y to 11.0 million, but shipments to Eastern Europe, Latin America and Middle East/Africa declined by 22%, 35% and 31% Y/Y, respectively.

Quarterly TV Shipments by Region, 2016 – 2Q 2020

In the TV brand battle, Samsung retained the #1 position but shipments from the top brand decreased by 6% Y/Y to 8.5 million. TCL shipments increased 27% to 5.6 million, allowing the Chinese brand to surpass LG to take the #2 position. LG shipments fell by 25% Y/Y to 4.4 million, its lowest level since before 2016, and LG got passed not only by TCL but also by Hisense, which took the #3 position with an 18% Y/Y gain to 4.7 million.

Quarterly TV Shipments by Brand, 2016 – 2Q 2020

Source: DiScien Monthly Global TV Shipment Report

LG has struggled to maintain its market position as it tries to increase the volume of OLED TV sales without decreasing price, and faced with a vast price gap between LCD and OLED TV panel prices. In its Q2 earnings release, LG reported that its Home Entertainment business segment reported a 24% Y/Y sales decline to KRW 2.26 trillion ($1.85 billion) and operating profit declines by 26% to KRW 110 billion ($93 million).

Outside the top four brands, Vizio rode the strong sales in North America with a 14% shipment increase Y/Y to 1.5 million, while Sony is headed in the other direction with a 27% decrease Y/Y to 1.5 million.

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Written by

Bob O'Brien