TV pricing resets as promotions intensify and premium dynamics shift

Futuresource analysis reveals growing pricing pressure, shifting premium dynamics and the rapid mainstreaming of large-screen TVs 

A new Futuresource Consulting TV pricing report highlights a clear shift in global TV market dynamics, as sustained promotional activity and changing product mix reshape pricing across all segments. 

Drawing on daily retailer-level tracking data across more than 50 countries, the analysis shows that pricing is increasingly being driven by promotional cycles rather than structural value growth, with margins under pressure across the market.

OLED holds the pricing high ground 

OLED continues to define the premium tier, maintaining the highest average selling prices and reinforcing a clear hierarchy across technologies. However, the broader market is seeing increased volatility, with niche segments such as 8K becoming more sensitive to product launches and limited availability, rather than consistent demand fundamentals.  

Meanwhile, the report points to screen size as a driver of some of the most significant structural shifts. Prices for ultra-large TVs have fallen sharply, with 90-inch-plus models dropping from over $16,000 in early 2023 to around $7,000 by 2025–2026. This rapid compression is accelerating their transition from niche luxury products into a more accessible premium category. 

Seasonality continues to dictate pricing strategy 

Seasonality remains a defining factor. Pricing typically rises through the first half of the year before declining into Q4, when discounting intensifies around major retail events. Price drops of around 5–10% versus annual peaks are common during this period, reflecting aggressive competition and inventory clearance.  

Brand positioning holds, but promotional pressure rises 

At the brand level, clear positioning remains intact. In the UK, Sony continues to command the highest pricing, followed by LG and Samsung, while TCL and Hisense maintain their position in the value tiers. However, even within this structure, promotional behaviour is increasing, signalling a more competitive and margin-sensitive environment.  

“Pricing is no longer just a reflection of product positioning. It is increasingly shaped by promotional intensity, lifecycle management and retail execution,” says Lucy Brenton, Senior Pricing & Data Manager at Futuresource Consulting. 

The findings underline the growing importance of real-time pricing visibility, as brands and retailers navigate more complex and dynamic pricing environments. 

To access the full insights, download the free report to discover how pricing strategies are evolving across the TV market.