The global TV market, which had been banking on a boost from the 2026 FIFA World Cup, delivered a weaker-than-expected performance, leading Samsung Electronics (005930.KS) and LG Electronics (066570.KS) to pivot their second-half strategy toward strengthening platform competitiveness. With Chinese manufacturers intensifying their low-price offensive, the two South Korean giants aim to move beyond hardware-centric competition and secure profitability by leveraging artificial intelligence (AI) features, over-the-top (OTT) media services, and ad-supported content offerings.
According to industry sources on the 30th, the World Cup and Olympics were once flagship events that drove TV replacement demand, but their influence has diminished significantly in recent years. Replacement demand had already been pulled forward during the COVID-19 pandemic, and the rise of smartphone- and OTT-centric viewing habits has weakened the impetus for TV purchases.
Nevertheless, TV shipments increased in the first half of this year. This was driven more by retailers pre-stocking premium and ultra-large TV inventory ahead of the World Cup than by tournament-related demand itself. According to market research firm Omdia, global TV shipments in the first quarter rose 6% year-over-year to 50.3 million units. North American shipments grew 11%, with most regions outside China posting gains.
Samsung Electronics and LG Electronics also sustained shipment growth. Samsung's first-quarter TV shipments rose 4% year-over-year, maintaining its No. 1 position with a 19.1% market share. LG Electronics saw shipments increase 5.6%, securing fourth place with a 12.1% share.
By revenue, the two companies' premium strategy stands out even more. Samsung commanded a 31.3% share of the global TV market by revenue, widening its lead over second-place TCL. In the premium TV segment priced above $2,500 (approximately 3.9 million won), Samsung captured 53.4%, while in the 75-inch and larger ultra-large TV…