India, Nov. 4 -- TrendForce's latest investigations indicate that global TV shipments in 3Q25 totaled 49.75 million units, representing a 6% increase QoQ, but a 4.9% decrease YoY.

This is the first time in history that third-quarter shipments have fallen below 50 million. The decline is attributed to extended TV replacement cycles, increased demand driven by tariff concerns, and the reduced influence of China's subsidy initiatives.

With key year-end sales events coming up-such as Black Friday and Christmas in Europe and the U.S., along with Double 11/Double 12 in China-brands are gearing up for their last sales push. Global shipments in 4Q25 are expected to increase by 7.3% QoQ to reach 53.21 million units.

The overall effect of tariff...