TCL Secures Second Place in TV Market as Israelis Upgrade to Giant Screens

The television market has undergone a dramatic transformation in recent years. Screens once considered imaginary in size are becoming standard in living rooms, Mini LED technology is gaining rapid momentum, and new brands are shifting the balance of power. One of the most prominent brands driving this change is the Chinese giant TCL, which has been capturing market share globally and in Israel.

The Israeli Consumer: Smart Early Adopters

According to Oded Dagan, TCL's activity manager in Israel, the Israeli consumer is characterized by a strong attraction to cutting-edge technology, balanced with smart consumerism.

"The Israeli market loves technology and loves to be among the first to adopt it, yet it remains a smart consumer looking for value for money. We see this in our premium product sales, where demand often exceeds forecasts, leading to stock shortages. The success lies where premium quality meets an accessible and attractive price relative to competitors."

Dagan explains that despite its relatively small size, the Israeli market stands out compared to its regional peers: "We are much more prominent in the demand for premium screens and large models than other Middle Eastern markets and even certain European markets. Large screens sell in Europe too, but Israel is one of the leaders."

The Chain Method: From the Living Room to the Safe Room

One of the most notable trends in Israel over the past year and a half is the surge in giant screens in the 85-inch and 98-inch categories. This shift has been driven primarily by price reductions introduced by Chinese manufacturers, including TCL. Dagan describes a consumer pattern that has become highly prevalent in Israel:

"People do not always discard their old TV when they upgrade. What actually happens is they take the 55-inch screen from the living room, replace it with an 85-inch or 98-inch screen, and move the previous screen to the safe room (Mamad) or the children's room. It is just like passing down a bicycle to the next child. If people had large enough walls, everyone would upgrade to 98 inches."

During the recent Black November, entry-level 98-inch QLED models were priced around 6,500 to 7,000 ILS—prices previously deemed unimaginable. Many wanted to purchase them but had to settle for 75-inch or 85-inch models simply because their walls were not large enough. On average, Dagan estimates that Israelis replace or relocate a television once every three years.

From Anonymous to Second in the Market

TCL's surge in Israel and globally is reflected in the numbers. Dagan, who has been in his role for three years, recalls when the brand was virtually unknown locally:

"When I took office in 2023, TCL was not even in people's minds. We had a low single-digit market share. Today, three years later, we are in a strong double-digit market share."

This local growth aligns with TCL's global rise. According to OMDIA data for 2025, the company ranks second in global TV shipments and leads the Mini LED and large-screen categories.

AI Integration and the "RAMageddon" Threat

At the IFA 2026 exhibition in Berlin, TCL showcased a collaboration with Google that integrates Gemini directly into its televisions. While AI has previously existed in screens, it was mostly limited to retrieving information about content rather than actual system operation. Now, users can ask Gemini for recommendations based on their active streaming platforms, search the web, and plan trips.

Google representatives at the exhibition noted that the feature is expected to launch globally in 2027. However, the hardware market faces a looming challenge: rising component and memory prices, a trend referred to in the industry as "RAMageddon." This global trend affects PCs, smartphones, and screens alike. While manufacturers are currently trying to maintain price stability, the industry is not immune to these rising costs.

New Product Lineup

TCL presented a wide range of new products at IFA 2026, some of which are expected to arrive in Israel by the end of this year or during the first quarter of 2027:

• X11L & C8L Series: The flagship X11L is offered in 75, 85, and 98 inches, featuring up to 20,736 dimming zones, 10,000 nits peak brightness, and audio systems by Bang & Olufsen. The C8L series ranges from 55 to 98 inches with up to 4,032 dimming zones and 6,000 nits brightness.

• RGB-Mini LED Technology: Implemented in the RM9L and RM7L (Q7D in Israel) series, utilizing red, green, and blue light sources to expand color range and image accuracy.

• Q95K Soundbar: An 11.1.4-channel flagship audio system with 22 drivers, a wireless subwoofer, and a peak output of 1420W, tuned in collaboration with Bang & Olufsen.

• P80 Smartphone Series: Including the P80, P80 Pro, and P80 Ultra, featuring the new generation of NXTPAPER technology combined with AMOLED screens.