Samsung is a serious player in North America's TV market despite there being significant competition. It lost its top spot as the leading Mini LED TV brand in North America to China's HiSense last year, but it's now back with a bang.The latest market data shows that Samsung has returned to the top position with a significant margin in the first quarter of this year, likely on the back of increased TV buying ahead of the FIFA World Cup.2026 Samsung Mini LED TV models are already availableCounterpoint Research's data shows that Samsung was the number one Mini LED TV brand in the North American market for Q1 2026. The company captured 40% of the market share while HiSense, which overtook Samsung by just one percentage point last year, is now far behind with 27% market share in Q1 2026.It will be interesting to see how the numbers play out for the second quarter when the consumer spending ahead of the World Cup is fully realized. HiSense tends to ship new products in the second quarter of the year while Samsung's new TVs are released in the first quarter.Samsung's 2026 Mini LED TVs, which includes the M80H and M70H, have already been available in the North American market for a few months now.HiSense also happens to be the official sponsor of the tournament so it enjoys a lot more brand visibility during the FIFA World Cup compared to Samsung. Meanwhile, Samsung is capitalizing on the tournament through other marketing efforts, including free FIFA+ content delivered via Samsung TV Plus.