Omdia, 1. pololetí 2026: společnost Hisense se umístila na prvním místě na světě v dodávkách televizorů o úhlopříčce 100 palců a více

Hisense ranked #1 globally for 100-inch+ TV shipments in 1H 2026 with a 55.1% market share per Omdia, supported by rising demand for larger screens. The company highlighted its RGB MiniLED UR9 line (independent red/green/blue backlight control) and MiniLED/Hi-QLED technology in U7 and U6 Pro for higher contrast and more vivid color. It also cited that in 2025 it accounted for 70%+ of worldwide laser TV deliveries, with more than 2 of every 3 units shipped carrying the Hisense brand.

Analysis

The market should not read this as a durable earnings step-up for the TV OEM complex; large-screen leadership is usually a mix story, not a profit story. The incremental margin pool sits upstream in panels, miniLED backlighting, and installation/logistics, while the OEM that wins share often funds it with promotions and channel support. That makes this more constructive for component suppliers with exposure to ultra-large formats than for branded TV names, which face the usual risk of ASP leakage as competitors respond.

The second-order effect is competitive pressure on premium incumbents: if one vendor proves it can move 100-inch units at scale, rivals will likely defend share with bundled audio, financing, or panel sourcing concessions. Over the next 1-3 months, watch whether industry panel pricing and utilization improve; if not, the headline is mostly marketing. Over 6-18 months, the broader implication is faster normalization of 85-100 inch sets, which helps category penetration but may compress gross margins across the set-maker group.

The contrarian view is that the consensus may be overestimating how much of this is incremental demand versus substitution from 85-98 inch models and projector systems. The laser-TV angle is especially interesting because it can cannibalize premium home-projection ecosystems rather than expand total spend. The main falsifier is simple: if panel ASPs and channel sell-through do not tighten after IFA/FIFA marketing, this should be faded as a PR-driven share claim rather than a fundamental inflection.

Key Decisions for Investors

• Long AUO on a 3-6 month horizon: best listed proxy for large-format LCD demand and panel mix improvement. Risk/reward is attractive if 100-inch penetration keeps rising and panel pricing firms; invalidate if Q4 utilization and panel ASPs remain weak.
• Small pair trade: long AUO / short SONY into post-IFA weakness. This isolates upstream panel exposure versus downstream premium TV/home-projection competition; target ~10-15% relative return, stop if SONY premium AV guidance improves or panel pricing rolls over.
• No outright long in TV OEMs here; use this as a watch item rather than a trade. The economics are promotional and the winner is likely the supplier chain, not the brand owner, unless a later earnings print shows real gross margin expansion.
• Set an alert for DSCC/Omdia panel pricing and Hisense channel checks over the next 4-8 weeks. If 85-100 inch sell-through accelerates without a corresponding ASP reset, reconsider the long AUO view; if prices soften, fade the move.