TL;DR
Recent product announcements at CES show budget brands TCL and Hisense delivering performance and new technologies that approach those of Sony, LG, and Samsung. The shift reduces clear technical separation, leaving pricing, marketing and perception as the next battlegrounds.
What happened
At CES 2026, TCL and Hisense showcased new televisions that further narrow the performance difference with long-established premium brands. Hisense unveiled an RGB LED model last year and has continued development, while TCL introduced the X11L this year with reformulated quantum dots and a novel color filter; the company previously signaled ambition with last year’s QM9K. Meanwhile, the art-TV segment that once helped define Samsung’s identity has become crowded, with offerings from Amazon (Ember Artline), LG (Gallery and the returning Wallpaper OLED), and others sharing similar edge-lit designs, magnetic frames and art-store integrations. Despite technical gains from the underdog brands, Sony’s processing strengths and LG’s OLED contrast remain distinguishing features. With TCL and Hisense often pricing below the big three and increasing sales, the challenge for those manufacturers is shifting consumer perception from midrange to top-tier.
Why it matters
- Greater product parity could increase competition on price and features across TV makers.
- Budget brands adopting high-end innovations may expand consumer access to advanced picture technologies.
- Saturation of categories like art TVs reduces differentiation that once favored a single brand.
- Perception and marketing could become decisive factors as technical gaps shrink.
Key facts
- Historically, Sony, Samsung, and LG have occupied the top tier among TV brands.
- Hisense was the first company to publicly show an RGB LED TV last year, according to the source.
- TCL’s X11L is described as the first TV using reformulated quantum dots and a new color filter.
- TCL released the QM9K last year, which the source framed as a statement of competing intent.
- The art-TV category now includes models from multiple manufacturers, including Amazon’s Ember Artline and LG’s Gallery TV.
- Common art-TV features noted include edge-lit panels, magnetic frames, art stores, and designs that hang flush to the wall.
- LG’s Wallpaper OLED returned at CES; it is slim, mounts flush, supports art stores and uses a largely wireless connection (power excepted).
- Sony’s long-standing advantage in processing and LG’s OLED contrast are cited as remaining differentiators.
- TCL and Hisense generally price below LG, Samsung, and Sony, and their market share of sales has increased, per the source.
What to watch next
- Whether Sony, LG, and Samsung lower prices in response to closer competition — not confirmed in the source.
- If TCL and Hisense can shift public perception from midrange to top-tier through marketing and branding — not confirmed in the source.
- Whether the new models from TCL and Hisense will maintain lower price points across all announced products — not confirmed in the source.
Quick glossary
- Quantum dots: Nanocrystals used in some LCD TVs to improve color reproduction by converting light into purer colors.
- RGB LED: A backlighting approach that uses red, green and blue LEDs to broaden color range compared with standard white LED backlights.
- OLED: A display technology in which individual pixels emit light, allowing deep blacks and high contrast because pixels can turn off completely.
- Mini LED: A backlighting technology that uses many smaller LEDs to achieve finer local dimming and improved contrast compared with traditional LED backlights.
- Art TV: A style of television designed to look like framed artwork, often with thin profiles, magnetic bezels, art stores and wall-mounted installations.
Reader FAQ
Are TCL and Hisense now as good as Sony, LG, and Samsung?
The source says the performance gap is shrinking and these brands are firmly in the conversation, but it also notes remaining advantages for Sony and LG.
Did Hisense debut RGB LED technology?
Yes — the source reports Hisense was the first to publicly show an RGB LED TV last year.
Will premium brands cut prices because of this competition?
Not confirmed in the source.
Is the art-TV experience different across brands?
The source describes art TVs from multiple makers as remarkably similar in experience, sharing edge-lit designs, magnetic frames and art-store integrations.
TECH GADGETS CES The gap between premium and budget TV brands is quickly closing As the gap in performance shrinks, and there’s less to separate the best from the rest, how will…
Sources
- The gap between premium and budget TV brands is quickly closing
- TCL, Hisense Continue to Gain Share in Premium TV …
- Samsung, TCL, LG, and Hisense Jockey for the Premium TV …
- TCL overtaking LG's premium TV sales is the inevitable …
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