Xperi scales TiVo OS and moves into 14 million vehicles

Xperi is successfully transitioning from a licensing-heavy model to a recurring platform business by owning the interface in the two most valuable 'lean-back' environments: the living room and the car. This dual-track expansion provides a unified data and advertising ecosystem that allows brands to reach audiences across disparate hardware. As smart TV OS competition intensifies between Big Tech and independent providers, Xperi's 100-brand footprint offers a critical alternative for mid-tier OEMs. Keep a close watch on the hardware-to-active-user conversion rate; reaching 7 million MAUs is the internal benchmark for high-margin advertising scale.

The expansion of TiVo OS comes as independent operating systems gain significant ground against established incumbents. Per Omdia in April 2026, independent platforms like TiVo, Titan OS, and V Home OS (formerly VIDAA) are forecast to control 28% of the European smart TV market by 2030. This growth is driven by revenue-sharing models that are more attractive to hardware manufacturers than the closed ecosystems of Google or Amazon. Specifically, Xperi has prioritized mid-range OEMs that lack the resources to build proprietary software, recently securing its tenth major TVOS partner to bolster its global footprint.

In the automotive sector, Xperi’s progress aligns with a broader industry shift toward 'software-defined vehicles.' Per data from Fortune Business Insights in 2026, the global automotive infotainment market is projected to reach $37.95 billion this year, with video systems accounting for roughly 35% of that volume. The integration of 5G connectivity and high-resolution AMOLED displays in new models, such as the Mercedes-Benz CLA showcased at CES, is enabling cinematic in-cabin experiences including IMAX Enhanced content. This has turned the dashboard into a high-value advertising surface, particularly as automakers look to offset slowing hardware margins with digital services.

Moreover, the performance of TiVo One reflects a wider trend in the streaming industry where the OS layer is becoming the primary gateway for content discovery. Per Parks Associates in January 2026, 61% of U.S. internet households now use a smart TV as their primary streaming device, effectively sidelining external dongles and sticks. By embedding its advertising tech directly into the home screen, Xperi is capturing 'pre-app' engagement, where users interact with the interface more than 10 times daily before selecting a specific streaming application.