Underdogs on the Rise: How TCL and Hisense Are Shaking Up the TV Market

The TV hierarchy is crumbling, and the underdogs are ready to take the crown—starting with a few RGB LEDs and a quantum dot rebellion.

TCL’s X11L TV introduced reformulated quantum dots and a new color filter, positioning it as a leader in 2026 tech. Hisense’s 2025 RGB LED TV marked a technical leap, bypassing traditional white LED limitations.

Both brands now challenge legacy leaders like Sony and LG, whose OLED dominance relies on contrast ratios and video processing expertise.

Art TVs—LG’s Gallery, Samsung’s framed displays, and Amazon’s Ember Artline—have saturated the market with edge-lit frames and art subscriptions.

LG’s Wallpaper OLED, while distinct, remains tethered to its G6 OLED lineage. This proliferation erodes Samsung’s former monopoly in the category, as TCL and Hisense offer similar aesthetics at lower price points.

Market perception lags behind reality: TCL and Hisense are still viewed as midrange despite matching or exceeding premium features. Pricing remains the critical differentiator. If Sony, LG, or Samsung lower costs to compete, they risk devaluing their brand equity. If they hold prices, they risk losing market share to rivals offering equal performance for less.