On August 6, DrameXchange, a division of TrendForce, unveiled its latest survey findings. The report highlights that global TV brand shipments reached 92.5 million units in the first half of 2025, marking a 2% YoY increase. This growth was primarily driven by shifts in the international landscape and the impact of Chinese policies. Nevertheless, brands' tendency to ship ahead of schedule may lead to market pressures during the peak season in the second half of the year. DrameXchange's analysis pinpoints three key factors influencing market dynamics during this peak period: Firstly, the persistently high cost of panels is constraining brand manufacturers' promotional activities. Secondly, anticipated tariff adjustments are influencing retail price expectations, encouraging consumers to purchase earlier, which has resulted in a 2% to 3% YoY growth in TV sales in the United States during H1 2025, with some second-half demand being pulled forward. Thirdly, changes in the market environment could lead to domestic demand facing pressure from policy adjustments in the latter half of the year. Consequently, TrendForce's DrameXchange anticipates that annual shipments for 2025 will be revised downwards to 195.71 million units, reflecting a 1.1% YoY decrease.