When it comes to the biggest names in TVs, the brands you probably think of first are Samsung, Sony and LG, but there’s another name you don’t think of as often — Walmart’s Onn. — that could disrupt the regular hierarchy.
According to the latest TV sales report from Counterpoint Research, Walmart’s two brands, Onn. and Vizio, were responsible for roughly 5% of the global TV sales in November 2025 — up 2% from 2024 — and Walmart is “emerging as Samsung's strongest competitor in North America.”
Here’s what that could mean for you when shopping for your next big-screen TV.
Why are Onn. TVs so popular?
The reason Onn. doesn’t carry the same clout as Samsung and LG — or even TCL and Hisense — is because the brand focuses almost exclusively on impulse TV buyers.
Compared to Samsung or LG, Walmart’s TV brands feel downright cheap by comparison.
TVs from Onn. only range in price from $74 for its 24-inch models to $600 on its 75-inch and 85-inch screens. Compared to Samsung or LG, both of which have high-end TVs that cost five-digit sums, Walmart’s TV brands feel downright cheap by comparison.
These are the TVs that folks line up for during Black Friday and Cyber Monday. They're the door-busters that have ridiculously low prices that seem to have no bottom.
And that’s the whole point: Onn. and Vizio both built their brands on affordability, and that's what separates them from the competition.
Cheap TVs are good for everyone (yes, really)
They provide an important counterweight to the industry’s more expensive models.
While I may not typically recommend the Onn. TV brand to readers — there’s just a bit too much variability between sets to make them a reliable recommendation, in my opinion — they provide an important counterweight to the industry’s more expensive models.
If there were only high-end models from Sony, Samsung and LG, then we would be at their mercy when it comes to pricing. But cheap competitors from Onn., Hisense and TCL, have forced the bigger brands to come down in price. It’s also driven some TV makers out of business entirely — but that’s a story for a different article.
I’m a staunch believer that there’s a TV out there for everyone: For cinephiles, I’m always going to recommend one of the best OLED TVs or even one of the new Mini RGB TVs coming our way in 2026. However, folks who just want a big-screen TV and don’t necessarily need all the extras — or uniformity — that the more recognized brands bring will be better served buying a TV from Onn. or Insignia, Best Buy's house brand.
Not sure where to start when it comes to picking out a new TV? Check out our guide to the best TVs in 2026 for a full rundown of the top models.
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