Omdia: Open TV platforms to capture 30% of European market by 2030
According to a new Omdia report, emerging TV operating systems like VIDAA, Titan OS, and TiVo are projected to capture 30% of the European TV OS market by 2030, up from an expected 21% in 2025. This growth is driven by their open revenue-sharing models for advertising, lightweight software performance, and the brand control they offer TV manufacturers, challenging Google TV's current market leadership. Omdia forecasts the combined shipments of these platforms will reach 12.4 million units in Europe by 2028.
Key Takeaways
- The combined share for VIDAA, Titan OS, and TiVo in Europe is projected to hit 30% by 2030, up from an expected 21% in 2025.
- These Linux-based platforms use a web app architecture, making them less resource-intensive than Google TV's native Android apps, a key factor amid rising memory prices.
- Unlike Google TV, the challengers offer a revenue-sharing model on home screen ads and FAST channels, allowing TV brands to monetize devices post-sale.
- Combined shipments are forecast to reach 12.4 million units in Europe by 2028, with Hisense's VIDAA platform expected to drive 58% of that volume.
- VIDAA OS is rebranding to V Home OS and plans to integrate Microsoft Copilot generative AI, signaling a move beyond TV into a broader home platform.
Why It Matters
This signals that TV manufacturers are actively seeking alternatives to Google's OS to capture post-sale ad revenue and protect thin hardware margins. The challengers' open business models and lightweight, Linux-based software are their key advantages, tailored for a cost-sensitive European market. Ad sales partnerships, like the one between Titan and TiVo, are forming to build a competitive ad ecosystem outside of Google's. Watch if Hisense’s rebranded V Home OS, projected to drive 58% of challenger volume by 2028, successfully integrates its announced Microsoft Copilot features and expands its platform strategy.
Read full article at moomoo.com
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