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 a notable trend of upgrading their living room sets and relocating older TVs to protected spaces like safe rooms or children's rooms. Oded Dagan, TCL's country manager for Israel, explained that this phenomenon is driven by a combination of factors, including falling prices for large-format TVs, particularly from Chinese manufacturers like TCL, and a consumer desire for the latest technology at a good value. "If people had a big enough wall, everyone would upgrade to 98 inches," Dagan remarked, highlighting that many Israelis are limited by their available wall space, often settling for 75 or 85-inch models when they desire larger screens.

TCL, a Chinese electronics company, has seen significant growth in Israel, moving from a low single-digit market share three years ago to a strong double-digit share. This success is attributed to offering premium quality at accessible prices, appealing to Israeli consumers who are early adopters of technology but also value-conscious. Dagan noted that Israel's demand for premium and large-screen models often surpasses that of other Middle Eastern and even some European markets.

At the IFA 2026 trade show in Berlin, TCL showcased new products, including Mini LED and QLED TVs, smartphones, and audio devices. Among the innovations is the integration of Google's Gemini AI into televisions, allowing for more interactive features like personalized recommendations and web searches. While global rollout is expected in 2027, the availability of Hebrew language support remains uncertain. The company also presented future concepts like a glasses-free 3D display and portable screens.

Despite technological advancements, the global electronics market faces challenges due to rising component and memory costs, dubbed "RAMageddon." While companies are trying to maintain price stability for consumers, this trend could impact future pricing. TCL plans to release some of its new products in Israel by the end of 2026 or early 2027, including high-end TVs with advanced Mini LED technology and new smartphone series.