June TV Shipments Dip 4% YoY as Samsung and TCL Battle in LCD, OLED Up 12%
TV market data for June 2026 shows shipments down 4% year over year, but the broader picture remains close to flat in the second quarter. The month’s weakness appears to be partly driven by earlier buying ahead of the World Cup promotions, while the real story is the split between fast-growing OLED sales and an extremely tight LCD race between Samsung and TCL.
Release watch: June and Q2 2026 shipment timing
| Segment | Status | Date/window | Key figure |
|---|---|---|---|
| Overall TV shipments | Down | June 2026 vs June 2025 | -4% |
| Overall TV shipments | Nearly stable | Q2 2026 vs Q2 2025 | -0.4% |
| OLED shipments | Growing | June 2026 vs June 2025 | +12% |
| OLED shipments | Growing | Q2 2026 (full quarter) | +20% |
The June decline does not necessarily point to a true demand slump. World Cup-related promotions pulled a large share of purchases forward into April, which naturally leaves fewer shipments to record in subsequent weeks.
LCD race: TCL closes to within 0.1 points of Samsung
In LCD, the competition between Samsung and TCL is essentially neck-and-neck. In June, TCL reached 13.8% of global shipments, while Samsung posted 13.7%—a gap of just 0.1 percentage points.
The two companies are pursuing different technology strategies to defend and expand share:
- Samsung is expanding RGB backlighting beyond its top-tier models into more accessible price brackets, pairing the approach with models including S95H and R95H alongside new Mini LED lines (M80H and M70H).
- TCL is leaning on SQD Mini LED across families X11L, C8L, and C7L, while keeping RGB Mini LED (RM9L) more focused on larger premium formats.
OLED momentum: LG remains dominant as panel costs become the battleground
OLED is moving much faster than LCD. June OLED shipments rose 12%, and the entire second quarter is up 20%. LG Electronics continues to lead the OLED market, holding more than half of shipments in both the single month and the quarter.
To expand further, LG Display is working on lowering the cost of WOLED panels. After WOLED SE eliminated the polarizer, the company is developing a new tandem structure with two stacks. The goal is to simplify panel construction while keeping performance close to more complex solutions.
What players and TV buyers should take away
If WOLED costs fall, OLED pricing could become a decisive factor—especially in markets where consumers have recently shown a preference for larger Mini LED sets over smaller OLED models sold at similar price points.
For now, the unknowns are how quickly LG Display can translate the new tandem WOLED approach into lower-cost panels and how aggressively competitors will respond on the LCD side. With TCL and Samsung separated by only 0.1 percentage points in June, even small shifts in pricing or availability could quickly change the leadership order.
