Broadcasters Urge EU to Use the DMA to Go After Smart TV Platforms, None of Which Are From European Companies

Key Takeaways

• Android TV market share rose to 23% in 2024
• Amazon Fire OS grew to 12% share since 2019
• Samsung Tizen OS holds 24% of smart TV market
• Broadcasters seek DMA gatekeeper status for TV OS platforms
• Virtual assistants remain unregulated despite growing media influence

Pulse Analysis

The EU’s Digital Markets Act, enforced since 2023, targets firms that control essential digital gateways. By labeling a service as a "gatekeeper," the Commission can impose obligations such as data sharing, interoperability and non‑discriminatory access. Broadcasters argue that smart‑TV operating systems now function as the primary entry point for millions of viewers, giving Google, Amazon and Samsung disproportionate influence over what content reaches audiences.

Recent market data underscores the shift. Android TV’s share climbed from 16% in 2019 to 23% in 2024, while Amazon’s Fire OS jumped from 5% to 12% and Samsung’s Tizen OS already commands roughly a quarter of the market. These platforms bundle app stores, recommendation engines and advertising tools, allowing owners to favor their own services or those of partners. If designated as gatekeepers, the firms would have to expose APIs, allow third‑party apps to compete on equal footing, and could face fines for anti‑competitive practices.

The broadcasters’ letter also flags a regulatory blind spot: virtual assistants like Alexa and Siri, and newer AI‑driven tools such as OpenAI’s ChatGPT Tasks, can steer users to media content without any DMA oversight. Although the Act sets quantitative thresholds—45 million monthly active users and €75 billion (≈ $86.7 billion) market capitalisation—the group urges a qualitative test for these services. Extending gatekeeper rules to voice‑first interfaces could curb ecosystem lock‑ins, preserve editorial diversity, and ensure that European media companies retain a fair share of the digital distribution pie.