Israelis Lead Global Demand for Extra-Large TVs, Often Moving Older Sets to Safe Rooms

Israelis are at the forefront of purchasing large-screen televisions, with many upgrading their living room sets and repurposing older ones for protected spaces like safe rooms, according to Oded Dagan, TCL's country manager for Israel. Speaking at the IFA 2026 trade show in Berlin, Dagan noted that Israelis are early adopters of technology who also seek value for their money, often driving demand for premium and large-format TVs beyond projections, sometimes leading to stock shortages.

A significant trend observed in Israel over the past 18 months is the surge in sales of 85-inch and 98-inch televisions. This is partly due to price reductions introduced by Chinese manufacturers like TCL. Dagan described a common consumer pattern where families upgrade their main living room TV to a larger model, such as an 85 or 98-inch screen, and then move their previous 55-inch television to a safe room or children's room. He stated that if space allowed, most Israelis would opt for 98-inch screens.

During last year's Black Friday, entry-level 98-inch QLED models were available for around 6,500 to 7,000 shekels, prices previously unimaginable. Dagan estimates that Israelis replace or relocate a television every three years on average. TCL has seen substantial growth in Israel, moving from a low single-digit market share three years ago to a strong double-digit share currently, mirroring its global rise to become the second-largest TV shipper worldwide.

TCL also showcased new products at IFA 2026, including Mini LED TVs with advanced features like up to 20,736 dimming zones and 10,000 nits peak brightness, as well as smartphones and audio equipment. The company is collaborating with Google to integrate Gemini AI into its televisions, with a global rollout expected in 2027. However, the industry faces challenges from rising component and memory costs, termed 'RAMageddon,' which could impact pricing.