Hisense vs Samsung vs Sony
Hisense (海信), founded in 1969 in Qingdao, has grown from a small radio factory into the world's largest television manufacturer by volume. With over 30 million TVs shipped annually and a global market share exceeding 14%, Hisense has surpassed Samsung, LG, and Sony in unit sales through a combination of aggressive pricing, rapid technology adoption, and strategic acquisitions of Toshiba Visual Solutions and Loewe. Hisense's ULED technology (now branded ULED X) and pioneering UST (Ultra Short Throw) laser TVs have elevated the brand from a budget option to a credible mid-premium contender, winning praise at CES for picture quality that approaches OLED at significantly lower prices.
TL;DR
Hisense is the world's #1 TV brand by volume with 30M+ units shipped annually and $25B revenue (2024). Owns Toshiba TV. ULED X and Laser TV technology competitive with OLED at lower prices.
Key Insights
#1 TV by Volume
Hisense shipped over 30 million televisions in 2024, surpassing Samsung to become the world's largest TV manufacturer by unit volume.
$25B Revenue
Hisense Group generated over $25 billion in revenue in 2024, spanning TVs, refrigerators, air conditioners, and commercial display products.
ULED X Technology
Hisense's ULED X (Mini-LED) technology delivers HDR performance approaching OLED quality at 40-60% lower prices, winning multiple CES Innovation Awards.
Toshiba TV
Hisense acquired Toshiba Visual Solutions in 2017, adding Toshiba's TV business and leveraging the brand in Japan and Southeast Asia.
14%+ Global Share
Hisense holds over 14% of the global TV market by volume, leading Samsung (12%) and LG (10%) for the first time in 2024.
Side-by-Side Comparison
| Feature | Hisense | Samsung | Sony | LG | TCL |
|---|---|---|---|---|---|
| Global TV Rank | #1 (volume) | #1 (revenue) | #3 | #2 | #4 |
| Market Share | 14%+ | 12%+ | 8% | 10% | 9% |
| Best Display Tech | ULED X (Mini-LED) | Neo QLED (Mini-LED) | XR OLED | WOLED/QNED | Mini-LED |
| Best Budget TV | U6N/U7N | Q60C | X75L | UR8000 | Q6/Q7 |
| Best Premium TV | U8N/U9N | QN90D/S95D | A95L/Bravia 9 | G4/C4 OLED | QM891G |
| OLED | No (pursuing) | Yes (QD-OLED) | Yes (QD-OLED/WOLED) | Yes (WOLED leader) | No |
| Price Range (55-65") | $400-1,500 | $600-3,000 | $800-3,500 | $700-2,500 | $350-1,200 |
| Smart TV Platform | Google TV/Vidaa | Tizen OS | Google TV | webOS | Google TV |
| Picture Quality | Very Good | Excellent | Excellent | Excellent (OLED) | Good |
| Value for Money | Best | Moderate | Low | Moderate | Very Good |
Frequently Asked Questions
Yes, Hisense offers excellent value for money. Their ULED X models provide picture quality comparable to Samsung's QLED at 30-40% lower prices. Budget models like the U6N series are among the best TVs under $500. While Sony and Samsung still lead in premium picture processing, Hisense has closed the gap significantly.
ULED (Ultra LED) is Hisense's proprietary display technology that uses local dimming Mini-LED backlighting with quantum dot color enhancement. The latest ULED X models feature up to 5,000 local dimming zones, delivering deep blacks and HDR performance that approaches OLED quality. ULED is LCD-based (not emissive like OLED) but at much lower prices.
Hisense Laser TV is a UST (Ultra Short Throw) projector system that projects a 100-120 inch image from just inches away from the wall. It comes with an ambient light-rejecting screen. Laser TVs offer massive screen sizes at lower prices than comparable LCDs, with brightness levels suitable for daytime viewing. Starting around $2,000, they are popular for home theater enthusiasts.
Yes, Hisense TVs are available in over 160 countries through major retailers including Best Buy, Walmart, Amazon, and regional electronics chains. Hisense has particularly strong market share in Europe, Australia, and is growing rapidly in North America.
Both Hisense and TCL are Chinese TV manufacturers offering excellent value. Hisense typically has better picture processing and ULED technology. TCL offers slightly lower prices and strong budget models. Both use Google TV on higher-end models. For most buyers, choosing between them comes down to specific model comparisons and current pricing.