India, Aug. 7 -- TrendForce's latest research shows that global TV shipments reached 92.5 million units in the first half of 2025, a 2% YoY increase, driven by tariff-related uncertainties and China's "trade-in" subsidy program. However, with most brands front-loading shipments, there are growing concerns that the traditional second-half peak season may fall short of expectations.

TrendForce identifies three main factors suppressing second-half momentum:

* Persistently high panel costs are limiting brands' ability to run large-scale seasonal promotions.

* Anticipation of tariff adjustments has prompted consumers to purchase early, particularly in the U.S., where TV sales rose 2-3% YoY in 1H25-effectively borrowing demand from the secon...