In the first quarter of 2026, the share of Russian brands and private labels in the TV market grew to 31.5% compared to 30.5% a year earlier. According to major distributors, about 630 thousand such devices were sold during this period, totaling almost 13.2 billion rubles. In monetary terms, the share of Russian brands also increased – from 19.7% to 22.7%.

Ecosystem players also strengthened their positions. The share of Sber TVs in units grew from 6.6% to 8.3%, and in monetary terms – from 4.6% to 6.3%. Yandex increased its presence from 3.2% to 3.4% in quantitative terms and from 4.5% to 4.8% in monetary terms. The Hi brand from M.Video also gained: its share grew from 3.4% to 4.4% in units and from 1.5% to 1.8% in monetary terms.

However, not all Russian brands showed growth. DEXP, DNS's private brand, saw a significant decrease in its share: from 11% to 6.4% in units and from 6.7% to 3.9% in monetary terms. DNS explained this by a restructuring of the model range: some models were reallocated between DEXP and Aceline, and the arrival of new TVs was delayed. The company expects the effect of the updated lineup to become more noticeable in the second half of 2026.

The growth of Russian brands coincided with a shortage of several popular Chinese and Korean TVs. Market participants attribute supply disruptions to complicated logistics, including due to the Middle East conflict. Against this background, domestic and private label brands were able to partially cover the supply shortage with their models.

In total, about 2 million TVs and smart panels were sold in Russia in the first quarter of 2026 – 10% more than a year earlier. In monetary terms, the market grew by only 1%, to 58.2 billion rubles. The average price of a device decreased by about 8% and amounted to about 29 thousand rubles. This is due to increased competition, the expansion of the affordable segment, and the strengthening of the ruble, which affects the cost of imported equipment.

Experts expect TV sales to traditionally slow down in the second quarter: in summer, demand shifts towards climate control equipment. In addition, if the shortage of Asian brands decreases, the growth of domestic devices may temporarily slow down. However, in the long term, Russian brands, according to market participants, will continue to strengthen their positions.