European Broadcasters Urge EC to Apply Gatekeeper Rules to CTVs

Why It Matters

Designating CTV OSes as gatekeepers could reshape bargaining power between broadcasters and tech platforms, ensuring more equitable access for European media. The move also tests the EU’s broader ambition to enforce competition rules in the digital ecosystem.

Key Takeaways

• Android TV share rose to 23% by 2024
• Amazon Fire OS grew to 12% market share
• Samsung Tizen holds steady at 24% share
• Broadcasters seek gatekeeper designation for fairness

Pulse Analysis

The European Commission’s Digital Markets Act (DMA) introduces a gatekeeper framework aimed at curbing the dominance of digital platforms that control access to markets. By extending this regime to connected TV operating systems (CTVs) and virtual assistants, regulators would treat these ecosystems like search engines or app stores, requiring them to offer fair, non‑discriminatory terms to content providers. This shift reflects the EU’s broader strategy to modernise competition law for the post‑browser era, where the TV screen has become the primary gateway to online services.

Market data underscores why broadcasters are pressing for action. Android TV’s share climbed from 16% in 2019 to 23% in 2024, while Amazon’s Fire OS surged from 5% to 12% by leveraging both proprietary hardware and licensing deals with third‑party manufacturers. Samsung’s Tizen OS remains stable at roughly 24%, indicating a concentrated tri‑pole. Such concentration gives platform owners significant leverage over content discoverability, recommendation algorithms, and revenue‑sharing models, potentially marginalising smaller broadcasters and limiting consumer choice.

If the Commission designates CTV OSes as gatekeepers, they would face obligations such as data‑portability, interoperability, and transparent ranking criteria. This could level the playing field, allowing European broadcasters to negotiate on more equal terms and preserve diverse media offerings. However, the move also raises questions about enforcement practicality, cross‑border coordination, and the impact on innovation within the TV ecosystem. Stakeholders will watch closely as the DMA’s qualitative thresholds are tested, setting precedents for future digital market interventions across the EU.