Russian TV Brands Capture Over 31% of Domestic Market in Q1, Led by Sber Growth

• May 26, 2026

In the first quarter of 2026, Russian television brands and retailer-owned labels expanded their share of the domestic TV market to 31.5%, marking an increase from 30.5% during the same period last year. The growth was highlighted by Sber, which experienced the strongest gains among local manufacturers, while the brand Dexp saw a decline.

The total volume of television units sold reached approximately 630,000, generating sales valued at roughly 13.2 billion rubles. This performance contributed to a rise in the TV segment’s revenue share from 19.7% to 22.7% year-over-year, reflecting strengthening consumer demand for domestically produced televisions.

Market Dynamics Favor Local Producers

The data underscores a trend of heightened preference for Russian-made televisions within the local market. The performance of homegrown brands has been bolstered by competitive offerings and increased retailer support through exclusive private labels. This shift has had a noticeable impact on the broader electronics landscape, as consumers increasingly align with national technology options.

Sber’s notable growth signifies the brand’s successful penetration and acceptance in a sector traditionally dominated by international competitors. Meanwhile, Dexp’s reduction in market share points to challenges that some brands face amid shifting consumer priorities and increasing domestic competition.

The expansion in sales revenue alongside unit volume growth suggests that domestically produced televisions are not only selling in larger quantities but may also be positioned with favorable pricing strategies or feature improvements that appeal to buyers.

Industry analysts observe this trend as part of a broader movement toward supporting local manufacturing and technology development, potentially driven by economic policies and market incentives encouraging domestic consumption. Retailers have played a critical role by expanding and promoting their own private-label TV brands, further strengthening the presence of Russian electronics on store shelves.

Looking ahead, the continued growth of Russian television brands could influence product innovation and competitive dynamics in the local market, prompting both domestic and foreign companies to adapt their strategies to maintain or grow market share.

While specific details regarding individual model performance or pricing were not disclosed, the overall market data indicates a positive trajectory for Russian electronics manufacturers in the television segment during the early months of 2026.

Domestic Russian TV brands have secured more than 31% of the local market in Q1, with Sber showing the strongest growth amid overall sales increase.