Global TV Shipments Decline in Q3 2025: A Focus on China’s Market
Summary:
- Global TV shipments decreased by 0.6% year-on-year, reaching 52.5 million units in Q3 2025.
- China’s TV market experienced the most significant decline at 11.2%.
- Manufacturers are shifting focus to overseas markets in response to sluggish domestic demand.
According to recent findings from Omdia, global television shipments suffered a slight decline of 0.6% year-on-year in the third quarter of 2025, totaling 52.5 million units. This downturn marked a continued trend in a saturated market, which poses significant challenges for manufacturers.
The Chinese market stood out for the severity of its decline, registering an 11.2% drop compared to the same quarter the previous year. This represents the steepest decrease globally, highlighting a rapid shift in consumer behavior and market dynamics within the country.
Factors Contributing to the Decline in China
Analysts attribute the drop in TV shipments in China to a combination of factors. Over the past year, government subsidies had initially bolstered demand, stimulating consumer purchases. However, these subsidy programs are nearing depletion in certain regions, leading to reduced financial incentives for potential buyers.
In addition to the waning impact of subsidies, a significant number of consumers had already upgraded their devices in the preceding year. Many opted for replacements, thereby contributing to the low demand for new television sets. This saturation in phone upgrades further translates to a cautious approach toward new TV purchases.
Shifts in Manufacturer Strategy
As local demand weakens, TV manufacturers are strategically reorienting their focus towards international markets. Specifically, the Asia-Pacific and Oceania regions have shown growth, with a year-on-year increase of 7.7% in Q3 2025. This increase signifies an accelerating expansion of Chinese television brands into neighboring countries, eager to capture a broader customer base outside of China.
In the face of a challenging domestic landscape, manufacturers recognize that global markets could provide much-needed avenues for growth. As they pivot their strategies and reinforce overseas deployments, the competitive landscape for TV manufacturers is anticipated to evolve significantly.
Conclusion
The third quarter of 2025 presents a complex narrative for the global television market, particularly within China. While the overall global decline reflects a trend of market saturation, the pronounced dip in Chinese shipments underscores the challenges that local manufacturers face amidst changing consumer habits. Moving forward, it will be crucial for brands to adapt by innovating and diversifying their markets to navigate the future effectively.
Manufacturers must remain vigilant and responsive to the intricacies of both domestic and global consumer demands, ensuring they stay ahead of industry trends. As the market continues to evolve, it is clear that the path forward will involve not only resilience but also agility in strategy and marketing to sustain growth.
