"Seizing the World Cup Opportunity: Samsung Reclaims No.1 Spot in North American Mini LED TV Market, Surpassing Hisense"

Recorded 40% Market Share in Q1 2026
Leads by 13 Percentage Points

After narrowly ceding the North American Mini LED TV crown to China’s Hisense last year, which leveraged cost-effectiveness, Samsung Electronics reclaimed the top spot by a commanding margin in the first quarter of this year, signaling positive prospects for defending its home turf.

According to the quarterly global TV shipment tracking report released on June 16, 2026, by global market research firm Counterpoint Research, Samsung Electronics secured the number one position in the North American Mini LED TV market in the first quarter of 2026 with a 40% market share. Last year, Samsung was overtaken by Hisense by a mere one percentage point (Hisense 32%, Samsung 31%), but in just a single quarter, Samsung dramatically reversed the landscape, pulling ahead of Hisense (27%) by a significant 13 percentage points.

The fierce competition between the two companies is expected to peak in the second quarter, coinciding with the surge in demand from the 2026 World Cup, which kicked off in Mexico City on June 11. This is due to the timing overlap between Hisense’s traditionally aggressive increase in new product shipments in the second quarter and the World Cup-driven sales boost, which is concentrated in June and July.

Hisense, which holds the title of official sponsor of the tournament, is taking the most aggressive stance. Having secured exclusive supplier status for the VAR (Video Assistant Referee) displays used by World Cup referees, Hisense has rapidly rolled out its sports-specialized U7 Series and RGB Mini LED TV lineup (UR9 and UR8) to align with the tournament schedule. The company’s strategy is to pressure Samsung by popularizing premium features—specifically, by bringing the RGB Mini LED technology, once reserved for flagship products priced close to $30,000, to more affordable, mainstream models ranging from 55 to 100 inches.

Without an official sponsorship deal, Samsung Electronics has adopted a do-or-die approach with ambush marketing and diversification of its product lineup. It is solidifying its position in the premium segment with ultra-high-definition Micro RGB series (R95H and R85H) while, for the first time, introducing the M Series (M80H and M70H)—its first mainstream Mini LED lineup—to counter the low-price offensive from China.

In addition, Samsung is highlighting software benefits such as free FIFA+ content via Samsung TV Plus, enhanced Vision AI features, and the inclusion of “AI Soccer Mode Pro” optimized for football matches. Notably, Samsung has launched a major promotion at North American electronics stores, offering discounts of up to $1,500, aiming to capture World Cup-driven demand ahead of competitors.

Mini LED TVs are considered the most optimal display for sports viewing, thanks to their powerful peak brightness and precise color reproduction, which vividly express the color of the turf and the dynamic movements of players.

Bob O’Brien, Research Director at Counterpoint Research, commented, “Samsung Electronics has long dominated the Mini LED market, but Hisense is threatening its position by targeting the large-screen segment with a value-for-money proposition. Hisense hopes to boost its brand recognition and ascend to the top tier of the TV market, while Samsung is countering with a lineup that covers all price ranges. Regardless of which brand ultimately prevails, TV consumers will be the biggest beneficiaries.”

This content was produced with the assistance of AI translation services.