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China’s TV Market Shrinks Again: Q3 Shipments Drop 10.4%, Deeper Cuts Expected in Q4
China’s TV market is losing steam, and not just by inches. September shipments fell 8.5% year on year to 2.92 million units, according to new data from RUNTO Technology. The number may look decent next to August’s, which was 17.3% lower, but it’s a temporary lift driven by seasonal stocking. The broader trend? Steady decline.
Q3 closed with 7.27 million units shipped, down 10.4% year on year, marking three straight months of double-digit contraction. The year-to-date total stands at 23.895 million units, 2.5% lower than the same period in 2024. And things aren’t likely to get better. With national subsidies tightening and last year’s Q4 setting a high bar, analysts expect the final quarter of 2025 to plunge even further.
Big brands are holding ground. The top eight domestic players, including Hisense, TCL, Skyworth, Xiaomi, Changhong, Haier, Konka, and Huawei, shipped 2.813 million units in September, capturing a combined share of over 95 percent, despite a 5.8 percent year-over-year decline. Hisense, TCL, and Skyworth alone commanded 62 percent of the market and saw only a negligible 0.5 percent year-on-year drop.
Xiaomi (Redmi TV included) clocked in around 500,000 units for the month, grabbing a 17.1 percent share. Meanwhile, Changhong, Haier, and Konka slid harder, with their combined shipments falling 14 percent to about 440,000 units.
Huawei’s yearly total is hovering around 700,000 units, likely to finish under a million, while foreign brands like Samsung, Sony, and Sharp remain niche players, shipping just tens of thousands of units monthly.
The real question is whether Q4’s looming subsidy freeze will trigger a sharper market contraction or if leading brands will tighten their grip and weather the coming storm. Either way, 2025’s final tally may end up redefining the baseline for China’s TV industry.
In related news, TCL has recently launched its R94 and R84 series gaming monitors, both featuring QD-Mini LED technology and a 165Hz refresh rate. The R94 lineup offers 4K resolution with 2304 local dimming zones for superior contrast and precision lighting control, while the R84 series delivers up to 1500 nits peak brightness for vibrant HDR visuals and smooth gaming performance.
(Via)
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Apple’s Foldable iPhone Could Fuel Big Gains for TCL CSOT
Apple is expected to enter the foldable smartphone market in 2026, and its arrival could significantly impact the display supply chain. According to a new report from Counterpoint Research, global shipments of foldable smartphone panels are forecast to grow 46% year-on-year, with Apple’s panel procurement plans playing a major role in driving that increase.
While Samsung Display is projected to lead with a 57% market share, TCL CSOT is quietly emerging as one of the fastest-growing players in the foldable panel segment. Counterpoint estimates that TCL CSOT will see a 47% year-on-year growth in foldable panel shipments in 2026, placing it ahead of several competitors in terms of momentum.
The report highlights a shift in consumer preferences toward book-style foldable devices with large, inward-folding displays. These designs are gaining traction in both global and Chinese markets, where buyers are prioritizing screen size and productivity features over compact form factors. Samsung’s Galaxy Z Fold 7 has already outsold the Flip model in early sales during the second half of 2025, underlining the trend.
Panel makers are expected to post uneven results next year. BOE may experience an 8% decline, while Visionox is projected to grow 8%. Tianma is forecast to achieve the highest year-on-year surge at 580%, though from a smaller base. TCL CSOT’s 47% growth positions it as a key player poised to benefit from rising demand and higher average selling prices.
Counterpoint also expects foldable smartphone shipments to grow 14% in 2025 and 38% in 2026. As Apple prepares to enter the market and push foldables into the mainstream, TCL CSOT appears well-placed to expand its presence in the global foldable display market.
In related news, TCL CSOT is supplying the display panel for AOC AGON’s 1000Hz gaming monitor, the AGP277QK, while TCL has also launched the PlayCube, A1S, and C1 portable projectors in the UK.
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TCL launches PlayCube, A1S, and C1 portable projectors in the UK
TCL has launched its full range of portable projectors in the UK. The lineup includes the uniquely designed PlayCube, the versatile A1S, and the compact C1. All three models are also available in the U.S.
The PlayCube, priced at £799.99 in the UK and $749.99 in the U.S., features a cube-shaped design inspired by the Rubik’s Cube. It weighs under 1.4kg and runs wirelessly for up to three hours thanks to a built-in battery. It uses Google TV with optimized Netflix support, and its rotatable lens design allows flexible image placement on walls, ceilings, or tents.
The projector outputs 750 ISO Lumens and supports 4K input, although its native resolution is 1080p. It covers 124% of the Rec.709 color gamut and features instant autofocus, auto keystone correction, and Dolby Digital Plus audio.
The A1S, priced at £369.99 in the UK and $330 in the U.S., features a tower design with a built-in “Versagrip” handle that acts as a stand. It also uses Google TV with Netflix, supports 4K input on a 1080p panel, and outputs 600 ISO Lumens. A 16W speaker system with passive radiators and reactive lighting adds entertainment value, especially during outdoor or party use.
The C1 is the most affordable option at £249.99 in the UK and U.S. It retains full HD resolution, Google TV, Netflix support, and automatic image adjustments. It delivers 230 ISO Lumens and can project up to 120 inches. The rotating gimbal handle helps with angle adjustment, and the built-in 8W speaker removes the need for external audio gear.
In related news, we recently covered the best TCL TVs under $500 you can buy in 2025, so do check that out as well.
(Via)
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TCL CSOT Powers AOC AGON’s 1000Hz Gaming Monitor AGP277QK
TCL CSOT is emerging as a driving force behind the next evolution in gaming displays. Following Philips’ announcement of the world’s first 1000Hz monitor, the EVNIA 27M2N5500XD, TPV’s other major brand, AOC AGON, has now unveiled the AGP277QK, another ultra-high-speed gaming monitor built on TCL’s latest panel innovations.
The AGP277QK made its debut at the “Esports Market Empowerment and High Resolution Gaming Display Trends Seminar” hosted by TCL CSOT in Beijing on December 4. The monitor supports two native refresh modes: 500Hz at QHD and 1000Hz at HD resolution. Both displays are powered by TCL’s advanced HFS Shoot technology, signaling TCL CSOT’s leading role in pushing refresh rates into four-digit territory.
TCL’s HFS Shoot panel enables extreme motion clarity with a 0.3ms MPRT and 0.5ms GtG response time. It also delivers a 2000:1 static contrast ratio, 10-bit color depth, and ΔE < 1 color accuracy. The panel covers 95% of the DCI-P3 color gamut and includes certified low blue light and flicker-free eye protection, features increasingly demanded by esports professionals and competitive gamers.
The AGON AGP277QK comes with modern connectivity options, including DisplayPort 2.1, HDMI 2.1, and USB 3.2 ports. It also features RGB Light FX that syncs with audio playback, aligning with gaming setups that value both performance and style.
TCL’s deep integration with TPV brands highlights its growing impact across the gaming display ecosystem. By enabling both Philips and AOC to deliver cutting-edge 1000Hz monitors, TCL CSOT is not only pushing panel technology forward but also setting new benchmarks in high refresh rate gaming.
In related news, China’s TV market recorded a 15.7% drop in November shipments despite the extended Double 11 campaign, and Hisense launched a 4K 160Hz dual mode monitor that also functions as a Dolby Vision TV.
(Via)