Tariffs and reciprocal tariffs are highly likely to lead to television manufacturers passing rising costs on to consumers resulting in higher retail prices in the second half of 2025, according to new research from TrendForce.
Additionally, global TV shipments are now forecast to decline by 0.7% year-over-year to 196.44 million units.
TrendForce said that Samsung Electronics, LG Electronics TCL and Hisense ramped up shipments to North America at the end of 2024 in anticipation of higher U.S. import tariffs. As a result, shipments remained strong, growing 6.1% year-over-year in the first quarter of 2025 to 45.59 million units.
While a 90-day delay in implementing the tariffs is currently happening, leading to easing pressure in Mexico and Vietnam where several brands manufacture their TVs, the uncertainty around the tariffs and the rush to import products will boost TV shipments in the first half of 2025 to 94.18 million units, TrendForce said.
Of this, TCL and Hisense shipments are expected to rise by 15% and 7%, respectively, while Vizio, with its U.S. focus, will see a 20% shipment surge.
It is the second half where things are looking troubling.
Without the ability to transfer production from some supply chains, brands are likely going to be slapped with tariffs on imports to the U.S. This will likely mean passing along higher costs to consumers and a weakening of promotional activities in the second half. Because of this, market share losses are likely and a weakened peak season is expected in the fourth quarter.
