Retailers are forecast to control 47% of the North American TV operating system market by 2029, up from 27% in 2025, according to Omdia’s latest TV Design & Features Tracker.
Omdia says the shift reflects how retailers are prioritising e-commerce-driven retail media advertising over leadership in TV hardware shipments.
The trend was highlighted at CES 2026 in Las Vegas, where TV platforms leaned heavily into conversational AI features alongside new commerce tools designed to turn viewing into buying.
Omdia expects the TV OS landscape to consolidate into three broad regional segments. In China, local Android forks without Google services remain dominant, holding a stable 96% share that Omdia expects to persist through the forecast period. Outside North America and China, Google TV currently leads with a 40% share, but is expected to gradually lose ground to Vidaa, Titan and TiVo.
In North America, Omdia projects an inflection point in 2027 when Walmart’s CastOS shipments reach 14.0 million units, driven by Walmart’s acquisition of Vizio and the expansion of the CastOS platform. Omdia estimates that following the deal, Walmart increased Vizio shipments from 4.8 million units in 2024 to a projected 6.6 million in 2025, a 37.5% rise. Over the same period, Amazon is forecast to lift Fire TV shipments from 6.1 million units in 2024 to 6.8 million units in 2025, an 11.5% increase.
By 2029, Omdia projects CastOS will reach 14.8 million units and Fire TV will reach 8.8 million units, for a combined 23.6 million units in a total North American market of 50.0 million units.
Platform owners are also repositioning TV operating systems as commerce and services hubs. “At CES 2026, VIDAA OS underwent a major transformation,” said Patrick Horner, Practice Leader, TV Set Research, Omdia. “The operating system is transitioning to a new name, V Home OS, to reflect its broader role beyond just televisions. A significant partnership with Microsoft was announced to integrate Copilot’s generative AI capabilities directly into the platform, enhancing the user experience with advanced AI services. The name change is part of the wider push by the company to be an operating system that encompasses not only AI but also, eventually, acts as a shopping portal.”
Google has also expanded the role of AI and commerce within Google TV, integrating its Gemini AI and introducing interactive shoppable video at CES. Omdia notes that AI-driven prompts linked to on-screen content are intended to create “direct paths” from discovery to checkout without leaving the interface. “Users can engage in conversational shopping. For example, a viewer could ask, “Where can I buy those sneakers?” while watching, and the TV can identify the brand and provides a QR code or an option to add the item to a Google Shopping cart. This confirms that across multiple TV OS platforms, enabling shopping is a key market driver,” concluded Horner.
