The television market in the United Arab Emirates is experiencing a surge in demand during the 2026 FIFA World Cup, driven by rapidly accelerating consumer momentum that is reshaping spending patterns on home entertainment devices. This growth, ranging between 25% and 35%, reflects a clear shift in consumer preferences toward upgrading home viewing systems to match the scale of the world's biggest sporting event, accompanied by intensive marketing campaigns and promotional offers.
At the heart of this growth is strong appetite for large-screen televisions, particularly sets starting at 75 and 85 inches, which have become the preferred choice for a wide segment of consumers seeking a sharper and more immersive viewing experience. Demand for giant screens exceeding 98 inches is also accelerating, signalling a gradual shift toward the concept of 'home cinema' as a new entertainment benchmark, replacing conventional viewing.
Vineet Kumar, Head of the Visual Display Group at Samsung Gulf Electronics, said the UAE television market typically sees a marked rise in demand during major sporting tournaments, most notably the FIFA World Cup, as consumers move to upgrade their home entertainment systems to achieve a viewing experience closer to the atmosphere of a stadium.
He added that the promotional campaigns accompanying such events directly contribute to boosting purchase decisions, particularly regarding home appliance upgrades. He also noted growing consumer interest in solutions that combine picture quality with ease of content access, explaining that Samsung is this year offering a package that includes subscriptions to beIN's TOD platform, enhancing the experience of following major tournaments and sporting events.
On screen sizes, Kumar noted that demand is concentrated particularly on larger categories, especially 75- and 85-inch screens, given their ability to deliver sharper detail and a more immersive viewing experience.
He also pointed to continued growth in demand for ultra-large screens, such as 98 inches and above, among consumers wishing to transform their homes into a full cinematic experience, noting that manufacturers are responding to this trend by developing larger screens supported by artificial intelligence technologies and advanced improvements in picture and sound quality.
Ismail Al-Hourani, Vice President for the Middle East and Africa at Hisense, expects growth of no less than 10% in television sales in the UAE market during the FIFA World Cup period, as it is the most-watched sporting event in the world and commands a wide following in the region. He notes that the market is already seeing a clear rise in demand, with consumers moving to upgrade their viewing experiences in preparation for following the tournament's matches.
He added that match timings, which often fall in the late-night hours due to time-zone differences, are driving more viewers to watch matches at home, boosting demand for large-screen televisions that provide a viewing experience closer to a cinematic atmosphere. He also observed that televisions measuring 70 inches and above continue to strengthen their market share, with an increasing trend toward 75- and 85-inch screens, driven by growing demand for more immersive home entertainment experiences.
He noted that Hisense is leading this shift globally, particularly in the categories of screens exceeding 100 inches and laser televisions, amid rising interest in ultra-large display solutions.
For his part, Vic Shen, Business Director at TCL in Dubai, confirmed that large-screen televisions, especially those starting from 75 inches and above, continue to record strong growth in the UAE market, ranging between 25% and 35% on a quarterly basis.
He indicated that this momentum is expected to continue with the launch of this year's FIFA World Cup, alongside marketing campaigns and increased investment from major global television brands, which reinforces the standing of this category and supports its wider adoption among consumers.
He added that televisions equipped with QD-Mini LED technology are attracting growing interest in the UAE market, driven by the pace of innovation and development in this field. According to Shen, this technology — with its advanced features and high-quality viewing experience — is expected to bring about a tangible shift in the television market during the current year and to become one of the key drivers of demand in the country.