2025: 7.2 million TVs and smart monitors worth 218 billion rubles were sold in Russia
PJSC M.video on February 12, 2026 reported that, according to the research company ICMR (GFK-Rus), by the end of 2025, about 7.2 million TVs and smart monitors were sold in Russia, and the market volume in monetary terms exceeded 218 billion rubles.
In terms of the number of devices sold in 2025, brands focused on the mass buyer took the leading position in the market for smart TVs and smart monitors. The most noticeable position in terms of the number of devices sold throughout the year was maintained by Haier.
Notable sales shares also formed, and represented Hisense Xiaomi TCL by a large range of models for various use cases - from basic solutions to more functional devices with an increased diagonal and advanced smart capabilities.
In monetary terms, the market is formed by technological and ecosystem brands. At the end of 2025, Haier, Samsung, TCL and Hisense occupy the leading positions in terms of sales in rubles. In this segment, buyers are more likely to choose high-resolution models, modern matrix types, support for streaming services and integration capabilities with smart home ecosystems.
TV sales are dominated by mid-price models. The most popular were devices worth from 10 to 20 thousand rubles - they accounted for about a third of all sales in physical terms. At the same time, more than half of buyers chose TVs more expensive than 20 thousand rubles, which reflects a steady interest in models with advanced functionality, an increased diagonal and higher image quality.
Seasonally, the greatest demand for TVs and smart monitors falls on the winter months, as well as on periods of large promotions. Peak sales in 2025 were recorded in January, November and December, as well as at the beginning of the summer season, which is associated with both equipment upgrades and relocations and traditional sales.
In terms of software platforms, the smart TV market remains highly diversified in 2025. The largest share of sales in physical terms is occupied by Android/Google TV - about 44%. At the same time, Russian operating systems together occupied more than 25% of the market, which reflects the steady interest of buyers in localized interfaces, integration with domestic services and ecosystems, as well as the convenience of everyday use of smart functions. The own platforms of global manufacturers - Samsung Tizen and LG webOS - maintain their market position due to proprietary interfaces and ecosystem capabilities.
| The site content is translated by machine translation software powered by PROMT. The machine-translated articles are not always perfect and may contain errors in vocabulary, syntax or grammar. Read original article If you find inaccuracies or errors in the results of machine translation, please write to editor@tadviser.ru. We will make every effort to correct them as soon as possible. |