Observed Signal · Mar 23, 2026 · Regulation · Source: VideoWeek · Impact: 4/5 · Sentiment: Positive
European Broadcasters Urge EU to Regulate CTV OS Gatekeepers
Major European TV trade groups — including the European Broadcasting Union (EBU), egta and ACT — have called on the European Commission to apply the Digital Markets Act (DMA) to smart TV operating systems, arguing that a small number of CTV platforms are becoming 'gatekeepers' that can shape content discoverability, distribution and monetisation. The groups sent a letter to EU executive Teresa Ribera urging designation of major CTV OS providers as gatekeepers under existing DMA thresholds or, failing that, a market investigation under the DMA's qualitative test. The letter also asks for scrutiny of virtual assistants, which the signatories say are emerging as de facto gateways for media content.
A potential expansion of DMA oversight to CTV operating systems could impose new obligations on major platform owners (data sharing, non-favouring rules, tracking restrictions), materially affecting content distribution, ad monetisation and platform competition across the European CTV ecosystem.
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Key Takeaways & Evidence Grounding
- European Broadcasting Union (EBU), egta and the Association of Commercial Television and Video on Demand Services in Europe (ACT) sent a letter to the European Commission urging DMA enforcement on CTV operating systems.
- The Digital Markets Act (DMA) came into force in 2022 and allows the EU to designate 'gatekeepers' with specific regulatory obligations.
- The letter warns that CTV OS providers can influence content discoverability, run their own FAST/AVOD services and control audience access and data.
- The broadcasters cited 2024 European market shares for Android TV (23%), Amazon Fire OS (12%), and Samsung’s Tizen OS (24%).
- Signatories asked the Commission to designate major CTV OSs as gatekeepers or open a market investigation using the DMA's qualitative threshold; they also requested scrutiny of virtual assistants as media gatekeepers.
Ontology Mapping & Concepts
Related Market Signals & Shifts
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EBU urges EU law to protect PSB prominence
The European Broadcasting Union (EBU) has urged the European Commission to strengthen the Audiovisual Media Services Directive (AVMSD) during its 2026 review, calling for binding, enforceable prominence obligations to protect public service media (PSM) in a digital environment dominated by global tech platforms. In a Brussels speech, EBU Director General Noel Curran warned that algorithms, commercial deals and platform interfaces risk sidelining PSM and harming plurality, and flagged AI-driven 'overviews' and zero-click search as threats to traditional discovery. The EBU wants PSM apps to be highly visible and reachable in a single click, with meaningful penalties for non-compliance. The article notes parallel UK measures — the 2024 Media Act and an Ofcom code — which already require CTV platforms to make PSB services prominent.
Simplifying CTV Access Crucial as Inventory Access Equalizes
At DMEXCO 2026, Bastian Sarott, CTV Business Lead EMEA at Teads, discussed the evolving CTV market, noting that most ad tech players have similar access to in-stream inventory, making differentiation difficult. He emphasized that the key to standing out is simplifying access to inventory for buyers, addressing long-standing fragmentation issues. These challenges extend to the emerging Home Screen market, where TV set makers use various technologies. Sarott highlighted that reducing complexity is crucial for growth and buyer satisfaction in CTV advertising.
Vertical Video Emerges as New Entertainment Format for Brands
At the Jupiter Festival in Miami, industry leaders discussed the rise of vertical video as a serious entertainment format, moving beyond short ads to branded serialized dramas. The trend originated in China and is spreading in the US, with platforms, producers, and brands getting involved. Experts argue that vertical video is a new media language, distinct from traditional TV, with short, hook-driven episodes designed for mobile viewing. Brands are encouraged to think like entertainment companies, creating content that prioritizes storytelling over direct promotion. Examples include Bilt's 'Roomies' series and Fanatics' access-driven content. However, the Chinese model shows that success also depends on heavy marketing, data, and distribution, not just content quality. The panel predicted that in 10 years, premium content will be consumed vertically on platforms like TikTok, while traditional TV remains relevant for other use cases.
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