The TV OS Wars Continue

Key Takeaways

• Google TV peaked at 33% shipments 2024, falls to 25% 2030
• Hisense VIDAA (V) to rise from 9% to 17% share by 2030
• LG and Samsung TV OS share falls from 55% to 35% by 2030
• Four OS vendors will hold 10% market share in Europe by 2030
• Chinese manufacturers poised to dominate European smart TV OS market

Pulse Analysis

The European smart‑TV operating system market has long been touted as a future duopoly, yet Omdia’s new outlook confirms a more pluralistic reality. By 2030, four platforms will each command more than a tenth of shipments, while two others hover around five percent. This dispersion reflects both the entrenched diversity of hardware manufacturers and the region’s regulatory environment, which discourages single‑vendor dominance. Analysts see the forecast as a bellwether for how content providers and app developers must tailor their strategies across multiple ecosystems.

Google’s Android TV/Google TV platform, which overtook Samsung in 2022, appears to have reached a saturation point in Europe. After peaking at roughly 33% of shipments in 2024, its share is expected to recede to about 25% by 2030. Factors include rising competition from home‑grown Chinese OSes, tighter data‑privacy rules, and a consumer shift toward integrated ecosystems that prioritize local content and voice assistants. The plateau may prompt Google to double down on exclusive services or forge deeper partnerships with European broadcasters to retain relevance.

The most striking development is the rapid ascent of Hisense‑backed VIDAA, rebranded as V, projected to climb from 9% to 17% of shipments within seven years. Coupled with the decline of legacy players LG and Samsung, this trend signals a broader migration toward Chinese‑origin hardware and software. For advertisers and streaming platforms, the implication is clear: a diversified OS mix will demand flexible distribution agreements and localized user‑experience designs. As Chinese manufacturers capture a larger slice of the European market, they could also influence pricing dynamics, potentially driving down TV costs while reshaping the competitive landscape for global tech firms.