The North American mini-LED TV market is entering a decisive quarter as Hisense and Samsung battle for dominance ahead of the 2026 FIFA World Cup. Hisense, the official FIFA World Cup sponsor, is pushing its RGB mini-LED lineup to capture tournament-driven demand.
Samsung overtakes Hisense in Q1 2026
In 2025, Hisense led the market with a 32% share, closely followed by Samsung at 31%. But Samsung regained the lead in Q1 2026, grabbing 40% against Hisense's 27%.
- Hisense UR9/UR8 starting price: $1,299.99
- Samsung Micro RGB R95H/R85H starting price: $1,499.99
- Samsung M series M80H/M70H starting price: $329.99
Hisense is launching the RGB mini-LED UR9 and UR8 series, starting at $1,299.99, alongside the U7 series. Samsung counters with its Micro RGB R95H and R85H models, starting at $1,499.99, and the mainstream M series (M80H/M70H) from $329.99.
Samsung also offers FIFA+ on Samsung TV Plus, Vision AI features, and discounts up to $1,500. Both companies aim to leverage the World Cup to boost sales, with mini-LED TVs praised for high peak brightness and wide color gamut ideal for sports viewing, according to Bob O'Brien, Research Director at Counterpoint Research.
The Q2 2026 period is pivotal, driven by Hisense's aggressive pre-World Cup shipments and expected tournament demand. The mini-LED TV competition has been analyzed previously while monitoring market shifts.
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