The divide between high-end and budget television brands is rapidly diminishing.
Throughout my journey covering the tech industry, I have often observed a clear hierarchy in TV brands. For many years, the dominant trio — Sony, Samsung, and LG — has maintained their supremacy. While Pioneer and Panasonic once vied for top positions with their plasma TVs, Panasonic is now re-establishing itself in the U.S. market. Meanwhile, brands like Hisense, TCL, and Vizio have competed vigorously in the midrange segment for years. However, Vizio has shifted its focus from hardware sales to an advertising-centric model under Walmart, allowing Hisense and TCL to continuously outdo each other by providing exceptional value for consumers.
In recent years, both TCL and Hisense have made remarkable advancements in TV performance, bringing their offerings increasingly closer to those of Sony, Samsung, and LG. It's not just about minor enhancements; both brands have been at the forefront of innovation. For example, Hisense proudly launched the first RGB LED TV last year, setting a trend in the industry (although other manufacturers were working on similar technology, Hisense was the pioneer in showcasing it). This year, TCL has taken the lead with its X11L model, which is the first to feature reinvented quantum dots alongside an innovative color filter.
Despite these advancements, there are still distinctive elements that differentiate the big three brands. Sony has consistently delivered exceptional processing capabilities that remain unmatched by its competitors, while LG's OLED technology offers contrast levels that mini LED screens simply cannot rival. Nevertheless, hisense and TCL have successfully positioned themselves as serious contenders in the market. The release of TCL's QM9K signified a clear intent to compete directly with the industry giants.
Now, let’s talk about the art TV category, which was once exclusively dominated by Samsung, affirming their unique brand identity. This category has now expanded to include models from a wide range of manufacturers. At this year's CES, Amazon introduced its new Ember Artline TV, while LG unveiled its Gallery TV. All these televisions utilize similar edge-lit technology, come equipped with magnetic frames that give them the appearance of traditional picture frames, offer access to some form of an art store (with or without subscription options), and can be mounted flush against the wall. While there are slight variations in features such as brightness, the effectiveness of matte screens, and connectivity options, the overall experience across these models is strikingly alike. A product category that once had only one noteworthy choice is now brimming with options, yet lacks significant differentiation among them.
Additionally, LG showcased its Wallpaper OLED TV at CES, which could fit into the art TV conversation. Although it boasts an ultra-thin design that adheres closely to the wall, includes support for an art store, and utilizes a wireless setup (except for power), it shares more similarities with its counterpart, the G6, than with the other art TVs.
As the disparity in performance across different technologies continues to narrow and TVs from all brands begin to reach comparable levels of quality, TCL and Hisense now face a new challenge. They must shift public perception away from being seen as second-tier brands. Despite increasing market shares, many consumers still perceive them as midrange manufacturers rather than as equals to the top-tier brands.
Part of this perception may stem from the generally lower pricing of Hisense and TCL compared to LG, Samsung, and Sony. We will have to wait and see if this trend holds true with the new models introduced at CES, but if so, and if performance levels across brands are indeed comparable, the leading three will need to reconsider their pricing strategies to avoid losing market share. The next phase for TCL and Hisense involves overcoming the public's second-tier mentality and establishing themselves as true innovators in the industry.
Could 2026 be the turning point for them? It certainly seems possible. Now that these underdog brands have achieved performance levels akin to their more established competitors, it's up to their marketing teams to reframe public perception and highlight their innovations.
