Samsung Electronics has claimed the top spot in North America's mini light-emitting diode (LED) television (TV) market for the first quarter of this year.

According to a quarterly global TV shipment tracking report released on Tuesday by market research firm Counterpoint Research, Samsung captured a 40% market share in North America's mini LED TV sector during Q1. Its rival, Hisense, holds a 27% share.

While Hisense led with a 32% market share compared to Samsung's 31% last year, Samsung has reclaimed a dominant position starting in Q1 of this year. Industry analysts predict that second-quarter performance, coinciding with Hisense's new product launches and the World Cup, will be a crucial turning point for market leadership in 2026.

As an official World Cup sponsor and exclusive supplier of video assistant referee (VAR) displays, Hisense is targeting the market by promoting the democratization of premium technology. The company has expanded its Red, Green and Blue (RGB) mini LED technology, previously limited to high-end models priced around 30,000 USD, to consumer products ranging from 55 to 100 inches.

In response, Samsung is bolstering its product lineup and enhancing additional features. The tech giant has launched the premium micro RGB series models R95H and R85H, along with the more affordable mini LED M series. Samsung is also working to capture demand through FIFA+ content offerings on Samsung TV Plus, expanding its artificial intelligence (AI)-based picture enhancement feature called Vision AI, and running promotional discounts.

Bob O'Brien, Director at Counterpoint Research, explained that mini LED TVs are optimized for sports broadcasts due to their high brightness and color reproduction. Hisense aims to boost its brand recognition through World Cup sponsorship and aspires to join the top tier of the TV market. In response, Samsung has developed a product lineup that spans all price ranges.

Samsung Electronics has claimed the top spot in North America's mini light-emitting diode …

Samsung vs Hisense: Who Will Dominate the North American Mini LED TV Market in 2026?