Hisense is celebrating another big milestone as it strives to surpass Samsung Electronics and become the world’s top TV brand, officially becoming the biggest retailer of big-screen TVs on the planet.
At least, that’s according to new data from Counterpoint Research, which also puts Hisense’s share of the global market for high-end TVs at 24%, second only to Samsung.
Hisense gleefully seized on the report, which highlights how the high-end TV market saw shipment volume increase by 51% in the third quarter of 2024, compared to the previous year. Within that segment, Mini-LED TV shipments increased by even more, at 102%, surpassing the shipment volume of OLED TVs.
Counterpoint Research’s data also recognizes Hisense as the world’s top brand in terms of 100-inch televisions, and the company boasts in a media release that it has become the major trend-setter for large-screen TVs. It says its success in this category is not only due to the quality of its televisions, but also its focus on bringing immersive gaming experiences to consumers, for instance by becoming the official TV partner of the hit game, “Black Myth: Wukong”. Its TVs also provide a number of customised game modes, Hisense said.
Earlier this year, Hisense threw down the gauntlet, saying it intends to displace Samsung as the top TV brand in the U.S. within the next two years, and it’s an ambition that looks achievable. While Samsung has dominated the global TV market for the last two decades, Hisense, along with its Chinese rival TCL, has steadily been increasing its market share over the last few years. In November, it was revealed that Hisense edged past TCL to become the number two brand in the U.S., based on second-quarter sales.
Hisense has increased its position by strengthening its portfolio of premium LCD TVs, such as QD-LCD and Mini-LED televisions, unveiling some impressive innovations. For instance, it has drastically increased the brightness, refresh rates and dimming zones on its premium television models, notably launching Mini-LED TVs that are much brighter than anything Samsung has.
As an example, the 98-inch Hisense 98UX TV (pictured) boasts a peak brightness of 5,000 nits, with more than 10,000 local dimming zones and a 144Hz panel.
In addition to making some fine TVs, Hisense has made big efforts to increase the visibility of its brand, sponsoring global sports events such as the UEFA European Football Championship and, more recently, the FIFA Club World Cup 2025, which kicks off in the U.S. next summer.
Rob Andrews, Head of Strategy and Go-To-Marketing at Hisense UK, said being crowned as the world’s number one brand for 100-inch TVs is an “incredible accolade” for the company.
“At Hisense, we’re dedicated to ensuring we deliver high-quality, innovative products, and we’re extremely pleased that this has been recognised,” he added.
