Sharp Home Electronics Company of America has launched its latest television lineup, the Sharp AQUOS QLED 4K Ultra HD Smart Xumo TV, as a significant moment in the company’s ongoing return to the U.S. consumer television market. It’s available now at select retailers nationwide.
The five-model series combines Quantum Dot display technology with Xumo, a streaming platform jointly operated by cable giants Comcast and Charter Communications.
A Budget-Conscious Return
The new AQUOS QLED series arrives with competitive pricing that positions Sharp squarely in the budget TV category. The lineup ranges from $350 MSRP for the 50-inch model to $1,100 MSRP for the 85-inch variant, with 55-inch, 65-inch, and 75-inch options filling the gap between. This pricing strategy reflects Sharp’s effort to regain market share in a U.S. television market projected to reach 50.73 million units in 2025, where established players like Samsung, LG, and TCL dominate.
Sharp’s path back to the American consumer TV market has been gradual. The company withdrew from U.S. television sales in 2016 during a business crisis. In early 2025, Sharp announced its partnership with Xumo at the Consumer Electronics Show, setting the stage for this October 2025 launch.
The Xumo Operating System
The defining characteristic of these televisions is their use of the Xumo operating system rather than more ubiquitous platforms like Roku, Google TV, or Amazon Fire TV. Xumo is a joint venture between cable operators Comcast and Charter Communications, formed to develop streaming technology for the entertainment industry. The platform powers what Comcast describes as “tens of millions of devices” globally and is built on the same entertainment operating system that runs Comcast’s cable infrastructure.
Sharp becomes the fourth manufacturer to adopt Xumo TVs, joining Westinghouse, Element, Hisense, and Pioneer. The operating system features universal voice search across all installed apps, personalized content recommendations, and integration with smart home ecosystems including Amazon Alexa, Apple AirPlay, and Apple HomeKit.
The platform includes access to more than 250 streaming applications and provides hundreds of free ad-supported streaming television channels through Xumo Play, the joint venture’s own FAST (free ad-supported streaming TV) service. Users can search for content across multiple apps simultaneously using the included voice remote, rather than navigating each service individually.
Display and Audio Technology
The AQUOS QLED televisions employ Quantum Dot technology to enhance color reproduction and contrast. The displays feature 4K Ultra HD resolution at 3840 x 2160 pixels and support both Dolby Vision and HDR10 for enhanced dynamic range. Sharp’s proprietary X7 Revelation Processor handles image processing, though specific details about local dimming zones or peak brightness measurements were not provided in the launch materials.
For audio, the televisions support Dolby Atmos pass-through when connected to compatible external audio devices, though they lack built-in upward-firing speakers typical of native Dolby Atmos implementations. The specifications do not detail the number or configuration of built-in speakers.
Each model includes a frameless design, HDMI and USB ports, and a concealed cable management system. The exact number of HDMI ports and which support HDMI 2.1 specifications remain unspecified in available documentation. All models feature 60Hz panels, which may limit their appeal for gaming enthusiasts seeking higher refresh rates.
Market Position and Competition
Sharp’s pricing places these televisions in direct competition with other budget-focused brands that have gained traction in the U.S. market. Chinese manufacturers TCL and Hisense have captured significant market share by offering competitive display technology at accessible price points. The global smart TV market is experiencing steady growth, with projections indicating expansion from $229.62 billion in 2025 to $299.83 billion by 2029.
The selection of Xumo as the operating system is both an opportunity and a potential limitation. While the platform offers a streamlined interface and extensive free content through Xumo Play, it lacks the established app ecosystem and brand recognition of competitors like Roku or Google TV. Xumo’s relatively small installed base compared to these platforms means fewer third-party developers may prioritize optimization for the system.
Availability and Outlook
The Sharp AQUOS QLED 4K Ultra HD Smart Xumo TV series is available immediately through select U.S. retailers, including Amazon. The timing of the launch, just ahead of the holiday shopping season, positions Sharp to capture consumers seeking affordable large-screen televisions.
Whether Sharp can translate competitive pricing and display technology into meaningful market share gains remains to be seen. The U.S. television market has proven challenging for manufacturers outside the established leaders. Samsung has held the global market leadership position for sixteen consecutive years, while LG, Sony, TCL, and Hisense round out the top five. Sharp’s success will depend not only on hardware quality and pricing but also on consumer acceptance of the less familiar Xumo platform and the company’s ability to provide consistent retail availability and customer support.