Omdia's latest analysis points out that there are two key regions that will buck the trend and drive growth in TV shipments in 2025:
North America: Shipments are expected to reach 49.9 million units, a year-on-year increase of 1.6%. This growth is driven by channel brands’ price competition strategies, sufficient inventory, and diversified technology portfolios (such as LCD, OLED) and functions (such as QD, Mini LED, smart operating systems).
China: Shipments are expected to reach 38.3 million units, a year-on-year increase of 3.2%. Continued consumer electronics subsidy policies and rising demand for large-screen TVs, is the main driving force for market growth.
Hisakazu, chief analyst of Omdia TV systems Torii said: "Although overall shipment growth tends to be stable, key technologies and large-screen TVs will achieve significant growth. For emerging Chinese brands and global mainstream manufacturers, these differentiating factors will become the key to seizing and holding market share."
Top five TV technologies, sizes and features with the fastest year-on-year shipment growth in 2025:
Mini LED: +82.9%
90 inches and above: +57.4%
QD LCD: +36.0%
80–89 inches: +26.5%
75–79 inches: +12.3%
TV shipments in the North American market are expected to grow despite the adverse impact of additional tariffs imposed by the United States. Thanks to the sufficient inventory accumulated since last year and the aggressive pricing strategies of Chinese brands and channel brands, North American TV shipments are expected to reach 49.9 million units in 2025, a year-on-year increase of 1.6%. Consumers in the region canAccess to a diverse selection of display technologies, product features and brands at competitive prices, this richness provides a stable and accessible environment for the market. However, the market may also face the risk of volatility if inventories tighten or prices rise significantly.
In the Chinese market, driven by the consumer electronics subsidy policy launched in August 2024, TV shipments will reach 38.3 million units in 2025, a year-on-year increase of 3.2%. Among them, demand for large screens (75 inches and above) continues to be strong, and shipments are expected to increase by 24.2% year-on-year; while small-size products (65 inches and below) are expected to decline by 6.0% year-on-year due to slowing replacement demand and product structure shifts.
The Latin American market uses strategic stocking to drive inventory adjustments, and TV shipments continue to grow
TV shipments in Latin America have increased significantly since the fourth quarter of 2024 (+15.2% year-on-year), and continued the strong momentum in the first quarter of 2025 (+9.2% year-on-year), which occurred before the announcement of the US tariff policy. From 2023 to 2024, the region has maintained good shipment momentum for two consecutive years, benefiting from multiple positive factors such as favorable exchange rates, stable inflation, strong economy and low unemployment rate.
Hisakazu Torii, chief analyst of Omdia TV sets, pointed out: "The recent surge in shipments actually reflects the increasing concerns of retailers and brands about the potential impact of U.S. tariffs. All parties are accelerating shipments to the Latin American market to lock in inventory earlier and at a lower cost, especially during the 2026 FIFA World Cup.cup near background. ”
In markets other than North America, China and Latin America, in the absence of strong promotion drives such as large-scale sports events and insufficiently aggressive pricing strategies, TV shipments are expected to decline by 1.2% year-on-year in 2025.
ANNA