Samsung says it isn't worried about Sony-TCL TV partnership

Samsung is currently the world’s biggest TV brand, and it has been the number one player for 20 years in a row. However, rival TCL is closing the gap quickly. Some analysts even expect TCL to dethrone Samsung in the near future. Recently, TCL acquired a majority stake in Sony’s TV business, but Samsung says it is not concerned about the development.

Samsung expressed confidence in its TV business and said the TCL-Sony partnership will not have a major impact. During a press conference, Samsung Visual Display head Yong Seok-woo stated that the company is well-positioned to compete against the combined strengths of TCL and Sony.

Yong Seok-woo said, “Sony’s annual shipments are estimated at 4 million units, about one-tenth of ours. A simple merger alone will not be enough. While there would certainly be synergy if TCL’s technology were combined with Sony’s premium brand value, we have enough to compete on our own merits beyond just technological capabilities.”

According to Counterpoint Research, Samsung held a 29.1 percent share of the global TV market by revenue, which rises to 54.3 percent in the premium segment. However, in terms of shipments, the gap is much narrower. Samsung holds a 15 percent market share, while TCL stands at 13 percent. In fact, TCL briefly overtook Samsung in shipments in December 2025.

The TV market is expected to rebound with the upcoming FIFA World Cup 2026, scheduled for June and July. Major sporting events typically drive higher TV sales, as many consumers upgrade their home entertainment setups.