What's Happening?
Omdia, a technology research and advisory group, has projected that new TV operating systems (OS) that did not exist in 2022 will control 28% of the European TV OS market by 2030. This marks a significant increase from 21% in 2025. The shift highlights
a growing trend among TV brands to prioritize advertising revenue from TV OS over traditional hardware sales. Currently, Google TV leads the market with a 32% share but is expected to face increasing competition from emerging platforms like VIDAA, Titan OS, and TiVo. These platforms offer revenue-sharing models that are attractive to European TV manufacturers, allowing them to earn continuous income from home-screen ads and free ad-supported TV channels. Unlike Google TV, which retains advertising and data revenue within its ecosystem, these independent systems provide TV brands with greater control over user experience and viewer data.
Why It's Important?
The rise of independent TV OS platforms in Europe represents a significant shift in the television industry, emphasizing the importance of software and advertising revenue over hardware sales. This trend could lead to increased competition and innovation in the market, as manufacturers seek to differentiate their products through unique user experiences and content offerings. For TV brands, adopting these new platforms could mean better profit margins and brand identity control. The shift also reflects broader changes in consumer behavior, with viewers increasingly favoring streaming and ad-supported content over traditional TV. This development could have implications for advertisers, broadcasters, and consumers, potentially altering the landscape of television advertising and content distribution in Europe.
What's Next?
As these emerging TV OS platforms gain traction, they are likely to continue forming strategic partnerships to enhance their offerings and expand their market presence. For instance, VIDAA's recent transformation into V Home OS and its partnership with Microsoft to integrate AI capabilities demonstrate a push towards more advanced and versatile platforms. The competition among TV OS providers is expected to intensify, with companies like Hisense and Philips leveraging these platforms to capture a larger share of the market. By 2030, Omdia forecasts that VIDAA will reach 18 million units globally, with Europe accounting for a significant portion of this growth. This evolution in the TV OS market could lead to further consolidation and strategic alliances as companies strive to meet the changing demands of consumers and advertisers.
