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 Image credit: LG Electronics

Television shipments to Africa and several other global markets are expected to surpass 210 million units in 2026, buoyed largely by marketing campaigns and consumer demand tied to the FIFA World Cup.

Fresh projections from Omdia’s TV Sets (Emerging Technologies) Market Tracker: Forecast – 3Q25 indicate that global TV shipments will edge up by 1 per cent year-on-year, rising from 208 million units in 2025 to 210 million units in 2026. The modest growth reflects a balance between World Cup–driven demand and weakening market conditions in China, alongside mounting concerns over rising television memory costs.

Omdia’s longer-term outlook suggests that worldwide TV shipments could approach 212 million units by 2029, pointing to gradual but sustained expansion across select regions.

In 2026, Europe is expected to lead growth, with Western Europe projected to record a 3.2 per cent increase in TV shipments, closely followed by Eastern Europe at 3.1 per cent. North America, which will host the tournament, is also forecast to post steady growth of 2.2 per cent.

However, these positive trends contrast sharply with developments in China, where TV shipments are anticipated to decline by 4.7 per cent year-on-year in 2026. The slowdown follows a 12 per cent drop in the third quarter of 2025, triggered by the expiration of local government subsidies that had previously inflated consumer demand.

Commenting on the outlook, Matthew Rubin, Principal Analyst for TV Set Research at Omdia, noted that China’s market weakness would have far-reaching implications. He explained that Chinese manufacturers are likely to intensify their push into overseas markets in search of growth, increasing competition at a time of heightened marketing activity and strong global demand.

Looking ahead, India is emerging as a strategic growth destination for Chinese TV brands, a development expected to sharpen competition and broaden consumer options. This shift is projected to underpin growth across the Asia & Oceania region, where shipments are forecast to rise by 2.6 per cent year-on-year in 2026, making it the fastest-growing regional market with a compound annual growth rate of 2.2 per cent between 2025 and 2029.

On the technology front, Mini LED backlight TVs are set to remain one of the strongest-performing segments. Omdia forecasts a 16.9 per cent year-on-year increase in 2026, alongside a 9.2 per cent CAGR from 2025 to 2029. While RGB mini LED models are currently positioned at premium price levels, analysts expect prices to decline over time, accelerating adoption and market penetration.

The projections and analysis are drawn from Omdia’s TV Sets (Emerging Technologies) Market Tracker: Forecast – 3Q25, which offers in-depth insights into trends shaping the global television industry.

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