Decline in China’s TV Market: Key Insights and Future Trends
Summary:
- China’s TV market shipments are projected to fall to 30.12 million units by 2026, marking an 8.4% year-on-year decline and the lowest level in 17 years.
- Factors contributing to the downturn include shifts in consumer behavior, diminished purchasing power, and increased competition from larger screen formats.
- Despite overall market challenges, large-sized TVs, particularly 75-inch models and above, are maintaining sales momentum.
As we enter 2026, the Chinese television market is poised for a considerable downturn. Analysts at Luotu Technology have forecasted that TV shipments will plummet to 30.12 million units, a decline of 8.4% from the previous year. This forecast signals a significant decline for an industry that will hit a 17-year low since 2010, reflecting ongoing challenges within the sector.
Historical Context
The decline in the Chinese TV market follows a similar trajectory observed in 2025, which saw shipments amounting to 32.895 million units, indicating an 8.5% drop from the previous year—marking the lowest sales figures in 16 years. Several underlying factors contribute to this sustained downturn:
- Real Estate Market Challenges: The ongoing instability in the real estate sector has adversely affected consumer confidence and spending capacity.
- Withdrawal of Internet Brands: Major online retailers have scaled back their presence in the television market, impacting competition and consumer choice.
- Pandemic Effects: The COVID-19 pandemic has further exacerbated issues surrounding purchasing power and consumer behavior.
Changing Consumer Preferences
A primary reason for the drastic decline in TV sales is the evolving preferences among Chinese consumers. There has been a discernible shift away from traditional television viewing habits, driven by:
- Lifestyle Changes: The rise of remote work and alternative entertainment options means fewer consumers are prioritizing television in their routine.
- Content Availability: Consumers are increasingly demanding diverse and convenient access to content, casting traditional broadcast TV into a less favorable light.
- Technological Advancements: The growing availability of high-quality streaming services has made various content formats more appealing than conventional television setups.
Emergence of Larger Screen Formats
Despite the overall market decline, certain segments are experiencing growth. Large-screen televisions, particularly those measuring 75 inches and above, are gaining traction. In fact, these larger formats are expected to dominate sales, as consumers increasingly favor immersive viewing experiences.
The segment of super-sized TVs, such as 85-inch and 98-inch models, is also witnessing a rise in market share. This shift may seem counterintuitive in a declining market but showcases the adaptability of consumer preferences toward premium products.
Global Mini LED TV Trends
Interestingly, there is a burgeoning market for Mini LED TVs, which can expect rapid growth in 2026. Technological advancements, particularly the popularity of RGB-Mini LED displays, are anticipated to redefine brand competition, with high-end models becoming more prevalent.
Policy Influences
Government interventions, including the continuation of state subsidy policies, are likely to play a role in stabilizing the television market landscape. While these measures may not necessarily reverse the sales decline, they are instrumental in preventing market collapse and guiding consumer demand toward larger, eco-friendly, high-end products. This strategic direction suggests a transformation in what consumers are looking for in their next television purchase.
Conclusion
As we look ahead to 2026, the Chinese TV market confronts multifaceted challenges that threaten its long-standing dominance. With shipments projected to drop below the critical 30 million threshold, the industry must navigate consumer shift and technological advancements carefully. Large-screen formats and innovations like Mini LED may provide a glimmer of hope in an increasingly competitive landscape. Transitioning consumer desires may force manufacturers to adapt swiftly, focusing on not just quality but also how to engage audiences in an era marked by greater choice than ever.
In summary, while the Chinese TV market faces significant obstacles, emerging trends reveal opportunities for growth amid the decline. Understanding the changing landscape will be critical for stakeholders aiming to thrive in a committed consumer market.
