Observed Signal · Apr 22, 2026 · Market Forecast · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
Omdia Forecasts Google TV Market Share Drop in Europe
Omdia research forecasts that independent TV operating systems — notably VIDAA, Titan OS and TiVo — will gain share in the European connected-TV (CTV) OS market, rising to 28% by 2030 (from 21% in 2025). Over the same period Google TV’s share is projected to fall to 26% in 2030 from 32% in 2025. Omdia attributes the shift to TV manufacturers prioritising advertising and data revenue — via home‑screen ads, FAST channels and revenue‑sharing models — as hardware margins tighten. The report also notes technical advantages (leaner Linux‑based architectures) and greater manufacturer control of UX and viewer data as drivers. Titan and TiVo have formed a strategic monetisation partnership in Europe to combine ad reach and make revenue-sharing models more attractive to TV brands.
Omdia market-share projections indicate a meaningful shift in European CTV OS competition and monetisation dynamics, with implications for ad inventory supply, manufacturer data access and how advertisers buy and measure CTV audiences.
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Key Takeaways & Evidence Grounding
- Omdia forecasts VIDAA, Titan OS and TiVo will control 28% of the European OS market by 2030, up from 21% in 2025.
- Omdia projects Google TV’s market share in Europe will decline to 26% in 2030 from 32% in 2025.
- Omdia cites advertising-led monetisation (home‑screen ads and FAST channels) and revenue‑sharing models as a key driver of OS market shifts.
- Titan and TiVo announced a strategic monetisation partnership in Europe to enable joint ad inventory buying across their OSs.
- Omdia highlights leaner Linux‑based architectures for VIDAA, Titan OS and TiVo as more cost‑effective than Google TV and offering manufacturers greater control over UX and viewer data.
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Omdia: Google, Amazon, Netflix to Capture Half of CTV
Omdia research forecasts global connected TV (CTV) advertising revenue will grow from $44 billion in 2025 to $81 billion by 2030. The analyst house projects Google will hold about 26% of CTV ad revenue by 2030, Amazon 13% and Netflix 9%, meaning those three companies will together capture roughly 50% of the global CTV ad market. Omdia highlights trends accelerating the shift — expansion of ad-supported streaming, retail-media and TV-ad convergence, growth in programmatic/targeted TV advertising, and the growing strategic importance of TV operating systems and smart TV ecosystems. The report also notes VIDAA is becoming Europe’s third-largest TV operating system behind Android TV and Tizen. Omdia analysts warn broadcasters and CTV companies risk losing ad revenue and platform control to large tech and retail platforms.
OS Data Powers Europe's CTV Advertising Shift
Titan OS is leveraging operating-system–level telemetry from smart TVs to reshape connected-TV (CTV) advertising across Europe, arguing that real-time OS data improves targeting, frequency control and campaign performance beyond panel-based methods. Joe Evea, SVP Advertising and Retail Media EMEA at Titan OS, says the OS sits at the household screen and can combine broadcast, apps, FAST channels and gaming signals to create user-specific profiles, enable interactive shoppable ad formats and support retail-media use cases with partners like Currys. The company is expanding content offerings (including news channels) to deepen its data advantage. Evea notes European GDPR constraints make privacy-first architectures and trusted data partners — e.g., clean rooms — essential for scaling these capabilities.
Walmart, Amazon to Control Nearly Half of TV OS Market
A new Omdia forecast, reported by State of Streaming, projects retailers will control nearly half of the North American TV operating system market by 2029 as retailers prioritize e-commerce and advertising over hardware margins. Walmart’s acquisition of Vizio is accelerating its CastOS footprint—projected to reach almost 15 million units—while Amazon’s Fire TV is forecast at nearly 9 million units. Together they could command roughly 24 million units in an estimated 50 million-unit TV OS market. CES 2026 showcased the trend toward commerce-first TVs: Hisense is rebranding VIDAA to “V Home OS” with Microsoft Copilot AI integration, and Google is embedding Gemini AI into Google TV to enable interactive, shoppable video experiences and conversational shopping paths.
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