NEW DELHI: India’s smart TV market may have slipped into reverse in the first quarter of 2026, but the ongoing FIFA World Cup is emerging as an important catalyst for premium television sales. Brands are reporting a sharp surge in demand for larger screens, despite broader consumer caution.According to Counterpoint Research, India’s smart TV shipments declined 3% year-on-year in Q1 2026 as macroeconomic pressures, including inflationary concerns, rupee depreciation and geopolitical uncertainties, weighed on household spending. The slowdown was largely driven by weaker demand in the entry-level segment, as consumers postponed purchases of big-ticket appliances. Yet, the premium end of the market continues to buck the trend. TVs sized 55 inches and above were the fastest-growing category during the quarter, accounting for nearly one-third of shipments, while QLED’s share rose to 30%. MiniLED remained the fastest-growing display technology, expanding more than 13 times from a year earlier, albeit from a small base.Industry executives say the FIFA World Cup has reinforced this premiumisation trend.“The FIFA World Cup has certainly provided a meaningful boost to TV demand, particularly in the premium and large-screen categories,” said Pankaj Rana, CEO, Hisense India. The company has recorded a 40-50% increase in sales of large-screen televisions during the tournament so far and expects this to reach around 60% by the final. Demand has been strongest in football-heavy markets such as West Bengal, Odisha, Kerala, the North East, Delhi and Bengaluru.Keshav Bansal, director at Intex Technologies, said marquee sporting events typically accelerate purchase decisions rather than create fresh demand, but they have become an important trigger for consumers upgrading to 55-inch and larger televisions. He added that financing options are lowering the barrier for first-time buyers, while encouraging consumers to opt for larger, better-equipped models.Not all brands expect football to have a nationwide impact. Ravi Agarwal, MD at Cellecor Gadgets, said cricket tournaments, festive sales and the wedding season remain much stronger demand drivers in India, although consumers are steadily upgrading to QLED and MiniLED TVs.
