Smart TV platform competition in Europe is entering a new phase, with VIDAA on track to overtake webOS in shipments during 2025, according to new data from Omdia.
Speaking at Stream TV Europe in Lisbon, Maria Rua Aguete, head of media and entertainment at Omdia, said the shift reflects a broader structural change in the TV market.
“The European TV OS market is undergoing a structural shift. Chinese manufacturers like Hisense and TCL are not only gaining share in hardware, but are now scaling their own platforms, challenging the long-standing dominance of Korean players,” she said.
VIDAA’s growth has been closely tied to the expansion of Hisense in Europe, where the manufacturer has increased its presence through competitive pricing, wider distribution and high-profile marketing campaigns, including sponsorship of major football tournaments.
According to Omdia, this momentum is now translating into platform scale, with VIDAA steadily closing the gap on webOS and expected to surpass it in shipments this year.
While Android TV remains the leading operating system in Europe due to its adoption across multiple brands, the market is becoming increasingly fragmented. Both Tizen and webOS have seen gradual declines in share as alternative ecosystems gain traction.
“Chinese brands like TCN and Hisense are going to overtake Korean brands. Android in particular is doing very well with TCN,” said Aguete.
The changing landscape is also creating new challenges for content providers and advertisers, as audiences become more dispersed across multiple operating systems, requiring more complex distribution and monetisation strategies.
At the same time, newer platforms such as Titan OS are beginning to gain traction, underlining how quickly the competitive hierarchy in Europe’s connected TV ecosystem is evolving.
