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.
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.
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