Newshot Runto Technology: In Q3 2026, China's TV retail market average price was 4055 yuan, up 3.4% year-on-year, while sales volume fell 5.3%
ITHome, November 15 — the latest report released by Runto Technology shows that in Q3 2026, China's TV market (excluding laser TVs) recorded full-channel retail sales of 5.54 million units, down 5.3% year-on-year; retail value of 22.47 billion yuan, down 2.1% year-on-year; and an average price of 4055 yuan, up 3.4% year-on-year (+132 yuan) and down 5.9% quarter-on-quarter (-255 yuan).
For the cumulative first three quarters, total retail volume was 17.52 million units, down 10.5% year-on-year; retail value was 72.41 billion yuan, down 6.0% year-on-year.
Runto Technology said that whether for Q3 or the first three quarters, the decline in retail value was clearly smaller than that in retail volume, reflecting that the consumption structure of TVs in China is upgrading toward the mid-to-high end, with the share of high-value products such as large sizes and Mini LED rising, which together supported the upward trend in average prices.
ITHome has learned that in the first three quarters, the market's average size was 64.7 inches, up 2.0 inches year-on-year. The combined sales share of 75-, 85-, and 98-inch-and-above models was 41.1%, up 5.2 percentage points year-on-year. Among them, in Q3, 75 inches remained the largest size of the quarter, with a sales share of 21.5%; 85 inches made the most prominent contribution, with its sales share rising 3.0 percentage points to 13.6%.
Against the backdrop of shrinking overall retail volume, Mini LED TVs achieved counter-trend growth, and the logic behind their rising sales share is very clear. Data shows that cumulatively in the first three quarters of 2026, the sales penetration rate of Mini LED TVs in the overall TV market was 28.9%, up 5.5 percentage points year-on-year.
Runto Technology predicts that for the full year 2026, the sales volume of China's TV retail market will remain above 25 million units, down 8.5% year-on-year.
The total shipment volume of China's TV market for the full year 2026 is forecast at 30.36 million units, down 7.7% year-on-year, hitting a new low in market size for at least 17 years since 2010. Looking ahead to 2027, total shipments in China's TV market are expected to fall below the 30 million unit mark to 29.26 million units, down 3.6% year-on-year.
- Quarterly report | China's TV retail market sales volume fell 5.3% in Q3 2026; average price 4055 yuan, up 3.4%; full-year forecast holds the 25 million unit mark
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