Global TV shipments are losing steam, and the latest numbers show exactly where the market is breaking. According to Omdia’s new TV Sets Market Tracker, worldwide shipments slipped to 52.5 million units in Q3 2025 — a slight 0.6% drop year-over-year. But that headline number hides a much sharper collapse in one of the world’s biggest markets: China.

The country’s TV shipments plunged 12.2% year-on-year as government subsidies that artificially inflated demand over the past year began to dry up. With many consumers already having upgraded — and with regional funding pools now running on fumes — the surge that once propped up the market is turning into a drag.

China’s Decline Exposes a Subsidy-Fueled Surge

For more than a year, government incentives kept China’s TV demand running hot. But that kind of growth was always going to hit a wall. Once subsidies rolled back, demand followed. Now the market is in corrective mode, with Omdia expecting an extended slowdown as the industry adjusts to more organic consumption levels.

This decline is already reshaping global strategy. Chinese TV giants like Hisense and TCL posted strong year-on-year growth of 11% and 2%, respectively, in Q3 2025 — but maintaining that trajectory at home is no longer feasible. With the local market cooling off, China’s leading brands are accelerating their push into overseas markets.

Omdia Principal Analyst Matthew Rubin notes that Chinese manufacturers have already made significant global gains. Now the downturn at home “will likely accelerate these efforts.” Europe and Asia & Oceania offer the most immediate opportunity, while the U.S. remains trickier due to tariffs and Mexico’s capacity constraints.

North America Defies Expectations, Asia & Oceania Surges

While China contracts, two major regions moved in the opposite direction.

North America posted 2.3% growth despite economic uncertainty and tariff pressure. Consumers continue to upgrade, and demand for mid-range and premium TVs has remained surprisingly resilient.

Asia & Oceania delivered the biggest upside shock with a 7.7% jump — a clear signal that Chinese brands are already leaning harder on neighboring markets to offset domestic losses. Rising disposable incomes, maturing retail channels, and competitive pricing are helping these brands gain rapid traction throughout Southeast Asia and beyond.

Big-Screen Slowdown Complicates Chinese Expansion Strategy

There’s another wrinkle: screen size preferences.

China’s slowdown has hit the large-screen segment hard. Growth in the 80-inch-and-above category nearly halved, dropping from over 40% each quarter during the past year to just 23.1% in Q3 2025. The 70–79 inch range barely grew at all, up only 1.1% year-on-year.

This shift creates a strategic dilemma for big Chinese manufacturers. Their global playbook has leaned heavily on low-cost, large-screen TVs — especially in North America and at home. But in the next wave of regions they’re targeting, consumers prefer much smaller screens.

In China, the average TV size sits at 62.8 inches. In Asia & Oceania, it’s just 45.5 inches. That mismatch means brands must adapt both pricing and product strategies if they want to sustain momentum across emerging markets.

What Comes Next for the Global TV Market?

The third quarter’s results point toward a recalibration rather than a collapse. Global shipments are nearly flat, but the distribution of demand is shifting fast. China’s influence is shrinking, North America is holding firm, and Asia & Oceania is becoming the next battleground for share growth.

Meanwhile, Chinese brands — already international heavyweights — are ramping up their global expansion as their home market cools. They’ll face new challenges in regions with different consumer preferences, regulatory hurdles, and local competition. But if recent performance is any guide, they’re prepared to adapt.

The sector may be entering a slower growth cycle, but the competitive race is far from slowing down. Instead, it’s moving to new regions, new screen sizes, and new strategies — setting the stage for a more complex and globally distributed TV market in 2026 and beyond.

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