Premium and budget TV brands are performing more similarly than ever.

In the world of tech, there’s always been a pecking order among TV brands. The top three—Sony, Samsung, and LG—have held the crown for quite some time. Pioneer and Panasonic were once key players in the plasma TV arena, and Panasonic is making a comeback in the U.S. market. Meanwhile, Hisense, TCL, and Vizio have been vying for the midrange spotlight, with Vizio recently shifting from hardware profits to an ad-driven model under Walmart, leaving Hisense and TCL to compete fiercely on value.

In recent years, both TCL and Hisense have made significant leaps in performance, narrowing the gap with the big three. They haven’t just made small tweaks; they’ve been at the forefront of innovation. Hisense was the first to launch an RGB LED TV last year, while TCL’s X11L has emerged as the first TV featuring reformulated quantum dots and a new color filter.

The big three still have unique strengths that set them apart. Sony has long been known for its exceptional processing capabilities, while LG’s OLEDs deliver contrast that mini LED technology can’t match. However, Hisense and TCL have firmly established themselves in the conversation. TCL’s release of the QM9K last year was a bold declaration that they’re ready to compete with the industry giants.

The art TV segment, once dominated by Samsung, has expanded to include offerings from nearly every manufacturer. This year’s CES showcased new models like Amazon’s Ember Artline TV and LG’s Gallery TV. These TVs share similar edge-lit technology, feature magnetic frames for a picture frame look, and offer some form of art store access, whether subscription-based or not, all while hanging flush against the wall. While there are subtle differences—like brightness, matte screen effectiveness, and connectivity—the overall experience across these models is strikingly similar. What was once a niche category is now crowded with options that lack significant differentiation.

LG’s Wallpaper OLED TV, reintroduced at CES, could also fit into the art TV category. With its ultra-slim profile that sits flush against the wall, art store support, and a wireless connection (aside from power), it shares more similarities with its sibling, the G6, than with the other art TVs.

As the performance gap among technologies continues to close and TVs from all manufacturers approach parity, the challenge for TCL and Hisense shifts from creating outstanding products to changing public perception. Historically, both brands have been viewed as second-tier players. Despite increasing market share, they still struggle with the perception of being midrange rather than top-tier contenders.

Part of this perception may stem from their generally lower pricing compared to LG, Samsung, and Sony. It remains to be seen if this trend will hold with the new models announced at CES. If it does, and performance levels are comparable across brands, the big three may need to lower their prices to avoid losing sales. The next challenge for TCL and Hisense will be to dismantle their second-tier image and reestablish themselves as innovators.

Could 2026 be the year they achieve this? It’s certainly possible. With the underdog brands now matching performance levels, the onus is on their marketing teams to reshape public perception.