Omdia: Global TV set shipments to exceed 210 million in 2026 as FIFA World Cup promotions boost demand

LONDON, December 22, 2025: Global annual TV shipments are projected to exceed 210 million units in 2026, driven primarily by promotional activity associated with the FIFA World Cup, according to Omdia’s latest TV Sets (Emerging Technologies) Market Tracker: Forecast – 3Q25. That would mark 1% year-on-year growth, as the boost from the sports event is tempered by deteriorating demand in the Chinese market and growing concerns over TV memory price increases.

Shipments are set to rise from 208 million units in 2025 to 210 million units in 2026. Looking further ahead, Omdia’s forecast points to global TV shipments approaching 212 million units in 2029.

Regional Growth Trends for Europe and North America

The fastest-growing markets in 2026 are forecast to be in Europe, where Western European TV shipments are projected to grow 3.2% and Eastern Europe is on track to see a 3.1% increase. North America, the host region for the tournament, is also poised for steady growth of 2.2%.

These promising growth rates stand in stark contrast against the outlook for China, where TV shipments are expected to decrease by 4.7% year-on-year in 2026. The downturn, which began with a 12% year-on-year drop in 3Q25, follows the end of local government funding that artificially boosted demand during 2025.

“The weakness of demand in China for TVs in 2026 will have a profound impact on the global market,” said Matthew Rubin, Principal Analyst, TV Set Research, Omdia. “Chinese brands will be looking to international markets for growth opportunities, potentially intensifying competitive pressures during a period of significant marketing activity and strong demand.”

Emerging Opportunities in India and APAC

Over the longer term, India is set to become a key market for Chinese brands, fostering competition and improving consumer choice. This focus on a large, expanding market will support growth in the Asia & Oceania region, where shipments are likely to increase 2.6% year-on-year in 2026. With a CAGR of 2.2% from 2025 to 2029, this will be the fastest growing region globally.

Mini LED backlight technology will continue to be a top-performing segment, with 16.9% year-on-year growth anticipated in 2026 and a 9.2% CAGR from 2025 to 2029. Within this segment, RGB mini LED is being gradually introduced at premium price points, but is expected to fall in price and expand in market penetration rapidly over the outlook period.

The data and insights are based on Omdia’s latest TV Sets (Emerging Technologies) Market Tracker: Forecast – 3Q25, which provides detailed market tracking and projections for the global TV industry.