HbbTV re-elects Vincent Grivet as chair to lead IP-transition roadmap

The re-election of Grivet provides continuity as HbbTV shifts focus from traditional broadcast-broadband hybridity to All-IP delivery. For the streaming ecosystem, this indicates a move to standardize features like addressable advertising and deep linking across hardware brands, reducing fragmentation for broadcasters. The inclusion of Chinese manufacturers Xiaomi and Skyworth in the Steering Group and membership signaling HbbTV’s attempt to expand its influence beyond European markets. Stakeholders should monitor the HbbTV 2.0.6 finalization for new accessibility and interoperability benchmarks, which often dictate TV manufacturer compliance requirements over the subsequent 24-month hardware cycle.

The HbbTV Association’s focus on All-IP distribution comes as European households adopting the standard continue to rise. Per HbbTV Association data from March 2025, over 100 million households in Europe were estimated to have at least one HbbTV-compliant device, with penetration expected to surpass 50% by the end of 2026. This growth is increasingly driven by the integration of HbbTV with DVB-I, which allows broadcast-like linear channel experiences to be delivered entirely over broadband, making the standard's 'red button' interactive features relevant to broadband-only homes.

Strategic shifts in the hardware market have also reshaped the Association’s leadership. Per Forbes and Bloomberg reporting in March 2026, Skyworth’s entry into the HbbTV Steering Group follows a major licensing agreement where the Chinese firm took over the production, sales, and marketing of Panasonic-branded TVs in Europe. This partnership allowed Panasonic to scale back its underperforming TV manufacturing arm while Skyworth utilized Panasonic's established brand equity to accelerate its European expansion. Similar strategic shifts, such as Sony’s reported manufacturing partnerships with TCL in early 2026, underscore a broader trend of Japanese legacy brands lean on Chinese industrial scaling.

Financially, the Association adjusted its commercial model on July 1, 2026, to account for nearly 15 years of atmospheric inflation and expanded technical scope. Per official HbbTV Association filings, full membership fees rose from €8,000 to €10,000 annually. The introduction of 'Associate' and 'Small Member' tiers is specifically intended to lower the barrier for adtech and software startups to participate in vertical Application Interest Groups (AIGs), which are currently tackling the standard's biggest growth area: standardized addressable advertising across fragmented OEM environments.