Samsung Electronics retook the lead from China's Hisense in the North American mini LED TV market. With the 2026 FIFA World Cup kicking off and TV demand expected to grow, the rivalry for market leadership between the two companies is forecast to intensify.
According to the quarterly global TV shipment tracker report released on the 16th by market research firm Counterpoint Research, Samsung Electronics captured a 40% share of the North American mini LED TV market in the first quarter of this year, far ahead of Hisense at 27%.
On a full-year basis last year, Hisense narrowly outpaced Samsung Electronics with a 32% share versus 31%, but this year Samsung Electronics has 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) systems, is stepping up its market push with RGB mini LED TVs and the U7 series.
In particular, the company moved to popularize premium technology by expanding RGB mini LED, previously applied only to a 116-inch flagship model priced around $30,000, to consumer products ranging from 55 to 100 inches.
Samsung Electronics is simultaneously expanding its Micro RGB series and its 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 rolling out large-screen, value-for-money models."