India's smart television market may have contracted at the start of 2026, but the ongoing FIFA World Cup is providing an unexpected lift to premium TV sales, Times of India reported, with consumers increasingly opting for larger screens even as broader demand remains subdued.
According to Counterpoint Research, smart TV shipments in India declined 3% year-on-year in the first quarter of 2026, as inflationary pressures, rupee depreciation and geopolitical uncertainties prompted households to defer purchases of big-ticket consumer durables.
The slowdown was concentrated in the entry-level segment. At the same time, premium televisions continued to gain traction, highlighting a growing preference among buyers for bigger screens and advanced display technologies.
Televisions measuring 55 inches and above emerged as the fastest-growing category during the quarter, accounting for nearly one-third of total shipments. QLED models increased their market share to 30%, while MiniLED remFIFA World Cup powers shift to bigger TVs amid cautious consumer spendingained the fastest-growing display technology, with shipments rising more than thirteen-fold from a year ago, albeit on a small base.
Industry executives say the FIFA World Cup has further accelerated this premiumisation trend, encouraging consumers to upgrade their home entertainment systems ahead of the tournament.
"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 of Hisense India.
The company has recorded a 40-50% increase in sales of large-screen televisions during the tournament so far and expects growth to touch around 60% by the time the World Cup concludes.
According to Rana, demand has been particularly strong in football-following 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 existing purchase decisions rather than create entirely new demand. However, he noted that tournaments such as the FIFA World Cup have become an important trigger for consumers looking to upgrade to 55-inch and larger televisions.
He added that easy financing options are also making premium televisions more accessible, encouraging first-time buyers to move beyond entry-level models.
Not every manufacturer, however, expects football to deliver a broad-based sales boost.
Ravi Agarwal, managing director of Cellecor Gadgets, said cricket tournaments, festive shopping periods and the wedding season continue to have a much greater influence on television demand in India. Even so, he observed that consumers are steadily gravitating towards premium technologies such as QLED and MiniLED displays.
The divergent trends underscore a broader shift in India's television market, where subdued mass-market demand is increasingly being offset by consumers willing to spend more on larger screens and higher-end viewing experiences.
