The Russian TV market has returned to growth after last year's decline. In the first half of the year, 3.48 million devices were sold – 10% more than a year earlier. However, revenue increased by only 2.3%: buyers want a new screen, but are not willing to overpay.

The biggest hit was models priced from 10,000 to 20,000 rubles – they account for more than a third of sales. The median check decreased by 6% over the year, while the number of purchases increased by 9%. Experts attribute this to an oversupply of equipment and a price war between manufacturers.

Chinese brands hold almost half of the market. Among the leaders are TCL, Hisense, Haier, and Xiaomi. At the same time, interest in Russian brands, including Sber and Yandex, is growing, as they focus on online cinemas, subscriptions, and smart homes.

The TV is increasingly becoming the second or third screen in the apartment – for the kitchen, bedroom, gaming, or streaming. Therefore, the market is growing not due to expensive flagships, but thanks to affordable Smart TVs, which are gradually becoming ordinary home appliances.