New TV operating systems launched since 2022 are set to capture around 30% of the European market by 2030, up from 21% in 2025, according to research from Omdia.
The forecast highlights a structural shift in the smart TV ecosystem, as manufacturers increasingly prioritise platform revenues over traditional hardware margins.
Google TV currently leads the European market with a 32% share, but is expected to gradually lose ground to a growing group of independent platforms including VIDAA, Titan OS and TiVo OS.
These platforms are gaining traction by offering TV manufacturers a share of advertising and data revenues, in contrast to Google’s more vertically integrated model. This approach allows brands to generate ongoing income from home screen advertising and FAST channels, extending monetisation beyond the initial device sale.
Omdia said the shift is also being driven by technical and cost considerations. Many of the emerging platforms are based on lighter, Linux-style architectures, reducing hardware requirements and helping manufacturers manage rising component costs while maintaining performance.
At the same time, the platforms offer greater control over the user interface and audience data, allowing TV brands to differentiate their products and retain direct relationships with viewers.
European positioning is also proving important. Titan OS and TiVo have focused on integrating local broadcaster content into their interfaces, while a recent advertising partnership between the two aims to build sufficient scale to attract regional ad spend.
Omdia expects the market to reach a tipping point by 2028, when combined shipments of VIDAA, Titan OS and TiVo reach 12.4 million units in Europe. VIDAA is forecast to be the largest contributor, driven largely by the expansion of Hisense.
The research underscores how control of the TV operating system is becoming a central battleground in the connected TV market, with implications for content discovery, advertising and long-term platform economics.
