V
Smart-TV OS platform combining streaming, advertising and content payments.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- VIDAA (Netherlands) International Holdings B.V.
- Entity type
- COMPANY
- Founded
- 2019
- Headquarters
- Netherlands
- Company size
- 201–500
- Market role
- Publisher & Media Owner
- Official website
- vidaa.com
What V does
V operates a proprietary smart-TV platform distributed through television OEMs and operators. The platform creates value by controlling the television interface through which viewers discover apps, channels and content, enabling software licensing, content-partner distribution, advertising monetisation and payment processing. Its installed-device base supports recurring platform economics rather than a one-off consumer hardware-sales model.
Category differentiation
V is a Hisense-controlled smart-TV operating-system and connected-TV platform, not a standalone television manufacturer or a conventional open-web ad network. VIDAA remains the legacy and deployed OS name after the company's 2026 market-brand transition to V.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
V, formerly branded VIDAA, is a Hisense-controlled smart-TV operating-system and connected-home platform company headquartered in Amsterdam. Its proprietary VIDAA OS is licensed to television manufacturers and operators, combining streaming-app distribution, FAST and live-TV services, universal search, content recommendations, software updates and account services. The platform is available in more than 155 countries and is installed on more than 30 million televisions. The company earns revenue through OEM operating-system licensing and platform distribution, advertising-supported streaming and connected-TV inventory, and payment-enabled content purchases and subscriptions through VIDAA Pay. Its direct commercial customers are television manufacturers, television operators, streaming and content partners, and advertising partners; viewers access the embedded consumer entertainment services through compatible televisions.
Business model & monetisation
V combines OEM software licensing and platform-distribution revenue with advertising-supported FAST and live-TV services. It monetises personalised advertising in VIDAA-connected viewing environments through advertising partnerships, while VIDAA Pay supports transaction-related revenue from direct content purchases and recurring subscriptions. The company does not publish standard licence fees, advertising rates, payment take-rates or a self-service advertiser price list.
- VIDAA OS OEM licensing and platform distribution
- Software licensing to television manufacturers and operators
- VIDAA Channels connected-TV advertising
- Ad-supported FAST and live-TV inventory monetisation
- VIDAA Pay content purchases and subscriptions
- Transaction-related payment and subscription revenue
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Media Channel
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Programmatic Home-Screen Ads Gain Standardization
Connected TV (CTV) · Recorded impact score: 3/5
Programmatic home-screen ads on connected TVs are becoming easier to buy and scale as ad-tech vendor Nexxen launched standardization tools that let advertisers upload creative once using a universal spec and AI-assisted resizing. Nexxen began offering programmatic native home-screen inventory last year with OEM integrations (starting with V/formerly VIDAA) and later expanded to TCL and TiVo Ads. Nexxen says the universal spec cut onboarding time for new OEM partners by up to 50%. Agencies such as Brainlabs are testing home-screen placements for both upper-funnel awareness and performance-driven campaigns, and industry participants expect broader advertiser interest as the format becomes more measurable and less fragmented.
- Nielsen reported the average viewer takes about 10.5 minutes to decide what to watch after turning on their TV (Nielsen’s 2023 State of Play report).
- Nexxen began making native home-screen ads programmatically available last year, starting with V (formerly VIDAA) and later expanding to TCL and TiVo Ads.
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Questions about V
What is V?
V is the market brand of VIDAA (Netherlands) International Holdings B.V., a Hisense subsidiary providing smart-TV operating-system, streaming, advertising and payment services.
Who uses V?
Television manufacturers, television operators, streaming-content partners and advertising partners use the platform, while smart-TV households use its embedded consumer services.
How does V make money?
V earns revenue from OEM software licensing, advertising-supported connected-TV services, and transaction-related content purchase and subscription activity through VIDAA Pay.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
18 publicly documented primary sources and citations linked across the market graph.
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