Roku OS and Samsung Tizen now control 51% of US CTV usage
According to new research from Parks Associates, the US connected TV platform market remains concentrated, with Roku OS accounting for 28% of usage and Samsung’s Tizen OS representing 23%. The data shows Amazon Fire TV, LG webOS, and Vizio SmartCast in mid-tier positions, reinforcing the role of a few key operating systems as the primary gateway for streaming. The report highlights that control of the platform layer is critical for competition, influencing content discovery, advertising delivery, and monetization strategies.
Key Takeaways
- Roku OS leads the market, accounting for 28% of usage in US broadband households.
- Samsung’s Tizen OS holds the number two position with a 23% share of usage.
- The research finds platform market share has remained stable over time, though Roku has seen modest growth.
- Platform control is central to competition, as the OS determines which content is visible, how services are positioned, and how ads are delivered.
Why It Matters
The high concentration of OS usage means streaming services without strong distribution partnerships on Roku or Samsung face significant discovery challenges. This OS-level control directly impacts monetization, as platform owners manage ad inventory, data collection, and targeting for services on their hardware, influencing revenue for both AVOD and FAST providers. Watch how platform owners use AI for search and personalization; Parks Associates suggests this will further entrench their control over viewer behavior and a service's ability to reach its audience.
Read full article at senalnews.com
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