Samsung Electronics regained the lead in the North American mini LED TV market, overtaking China's Hisense. With the opening of the 2026 FIFA World Cup expected to boost TV demand, the two companies' battle for market leadership is forecast to intensify.
According to a quarterly global TV shipment tracker report released on the 16th by market research firm Counterpoint Research, Samsung Electronics posted a 40% share in the North American mini LED TV market in the first quarter of this year, far ahead of Hisense (27%).
On a full-year basis last year, Hisense slightly outpaced Samsung Electronics with a 32% share to 31%, but this year Samsung Electronics regained the upper hand.
However, Counterpoint Research projected that the second quarter, when the impact of Hisense's new product launches overlaps with World Cup demand, will be a watershed that determines the competitive landscape between the two companies.
Hisense, an official World Cup sponsor and the exclusive supplier of displays for video assistant referee (VAR), is stepping up its market push with RGB mini LED TVs and the U7 series at the forefront.
In particular, it moved to popularize premium technology by expanding RGB mini LED technology—previously applied only to a 116-inch flagship model priced around $30,000—into a 55- to 100-inch consumer lineup.
Samsung Electronics is simultaneously expanding its Micro RGB series and entry-level mini LED lineup, while focusing on securing demand through FIFA+ content offerings, enhanced artificial intelligence (AI) features, and discount promotions.
Bob O'Brien, research director at Counterpoint Research, said, "Mini LED TVs are well-suited for watching sports content thanks to their high brightness and color reproduction," and noted, "Samsung Electronics has led the market, but Hisense is threatening its position by introducing large-screen, value-for-money models."