Reports indicate that Samsung Electronics is conducting a management evaluation of its visual display (VD) division due to the swift growth of Chinese television manufacturers like TCL and Hisense.

The report indicated that the VD (Visual Display) division has recently initiated an internal management review guided by Samsung Global Research. The group is anticipated to evaluate the existing condition of every division and suggest enhancements for progress.

Samsung has maintained its lead in global TV sales revenue for 19 straight years, securing a 30 percent share in the first quarter of 2025.

Nonetheless, regarding shipments, its market share was 19.2 percent, with the difference decreasing compared to TCL at 13.7 percent and Hisense at 11.9 percent. LG Electronics placed fourth with 10.7 percent.

The total television market is declining as an increasing number of consumers choose their personal mobile devices for video viewing, and demand is moving towards smaller, affordable televisions.

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VD division leader Yong Seok-woo emphasized the trend at the IFA trade show in Berlin on September 4th, 2025, stating, "Chinese brands are experiencing significant growth in markets below USD 1,500."

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Samsung aims to boost user satisfaction and connectivity by incorporating conversational AI into its TVs via Vision AI.

Industry analysts predict that Samsung may soon forfeit its leading position in terms of shipment volume.

 

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During the "Display Strategy Seminar" on September 5th, Lee Choong-hoon, CEO of market research company UBI Research, stated, "Samsung's TV shipments decreased from 50 million units in 2020 to the mid-30 million range by 2024." Hisense is expected to surpass Samsung next year, and TCL may exceed it by 2028.