Xperi expands TiVo OS footprint as Sony Pictures adds IMAX content
Xperi showcased its TiVo OS, DTS, and IMAX Enhanced technologies at IFA 2025 in Berlin. TiVo OS was adopted by Sharp, Vestel, Metz, and Panasonic for their TVs, while Sony Pictures expanded its IMAX Enhanced content featuring DTS:X audio for Hisense and Toshiba TVs. DTS Clear Dialogue also received an award, highlighting solutions for audio intelligibility.
Key Takeaways
- TiVo OS is now active in over 40 countries through partnership agreements with dozens of television brands.
- Sony Pictures will launch hundreds of IMAX Enhanced titles on an ad-supported (AVOD) basis in the UK and Germany.
- XGIMI debuted the Horizon and Titan projectors featuring Disney+ IMAX Enhanced Marvel content.
- DTS Clear Dialogue received technological recognition for using AI to isolate and improve vocal intelligibility in streaming audio.
- TiVo OS integrated DTS:X immersive audio support to enhance its content-first interface for OEM partners.
Why It Matters
Xperi is successfully positioning TiVo OS as the leading third-party alternative to proprietary platforms from Samsung, LG, and Roku. By securing major European manufacturers like Panasonic and Vestel, Xperi is building a massive regional footprint critical for regional ad-inventory scale. The expansion of IMAX Enhanced content via AVOD clarifies a key monetization path: using premium cinematic formats to drive high-value impressions on mid-tier hardware like Hisense and Toshiba. This shift signals that immersive audio and video are no longer exclusive to enthusiast-grade hardware. Watch for Xperi to report Q1 2026 Monthly Active User (MAU) growth to gauge if these OEM partnerships are translating into rapid consumer adoption.
Additional Context
Xperi has aggressively shifted its business model toward the Media Platform segment, which includes TiVo OS and the TiVo One advertising platform. This strategic pivot was reflected in their Q1 2026 financial results, where the company reported that Media Platform revenue grew 45% year-over-year, per Xperi's earnings release in May 2026. This growth was largely driven by a monetization inflection point as TiVo One reached 5.5 million Monthly Active Users, double the footprint reported in the previous year. To further bolster ad measurement capabilities, Xperi also finalized a multi-year partnership with Samba TV in early 2026 to provide detailed intelligence and targeting signals for its connected TV (CTV) inventory. The company's expansion into the U.S. market has also reached critical milestones following years of European focus. Per Media Play News in January 2025, Xperi launched its first 'Powered by TiVo' smart TVs in the United States through a partnership with Sharp Home Electronics. This move placed TiVo OS in direct competition with North American incumbents like Roku and Amazon Fire TV. Beyond the living room, Xperi is leveraging its audio heritage to capture the automotive market. Per company filings in May 2026, the DTS AutoStage footprint expanded to over 16 million vehicles across 13 automotive brands, including new video services powered by TiVo in Audi models. This cross-sector integration suggests Xperi is attempting to build a unified entertainment ecosystem that spans from entry-level European TVs to luxury connected vehicles.
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