Forecast: V to Overtake LG’s webOS in Europe

Why It Matters

V’s ascendancy reshapes advertising and content strategies, forcing marketers to adopt multi‑OS campaigns, while confirming Chinese manufacturers’ growing influence over traditionally Korean‑dominated markets.

Key Takeaways

• V OS set to surpass LG webOS in Europe 2024
• Hisense’s pricing and FIFA sponsorship boost V platform growth
• Android TV stays leader, but market fragments among multiple OS
• Samsung Tizen and LG webOS shares decline amid Chinese competition
• Advertisers must adopt multi‑platform strategies to reach fragmented audiences

Pulse Analysis

The European smart‑TV operating‑system market is entering a tipping point, according to Omdia’s latest forecast. Hisense’s V platform, formerly known as VIDAA, is projected to out‑ship LG’s long‑standing webOS within the current year, ending a decade of Korean dominance in the region. V’s ascent is anchored in Hisense’s aggressive price positioning, an expanding dealer network, and high‑visibility sponsorships such as the FIFA World Cup, which have accelerated brand awareness. While Android TV retains the largest share thanks to broad OEM adoption, the gap between V and webOS has narrowed dramatically, signalling a structural shift toward Chinese‑driven ecosystems.

The rapid platform diversification creates new challenges for advertisers and content distributors. With audiences now spread across V, Android TV, Samsung’s Tizen and the dwindling webOS, achieving scale requires sophisticated, cross‑OS measurement and buying tools. Brands must negotiate inventory on multiple back‑ends, reconcile disparate audience metrics, and tailor creative assets to each system’s UI conventions. This fragmentation also opens opportunities for programmatic platforms that can aggregate inventory across ecosystems, offering a single point of entry for marketers seeking European reach without sacrificing granularity.

The shift underscores a broader strategic realignment in consumer electronics, where Chinese OEMs are not only outselling Korean rivals but also exporting their software stacks. As V gains foothold, newer entrants such as Titan OS are already courting niche segments, intensifying competition for developer attention and app ecosystems. For Samsung and LG, protecting existing install bases will hinge on accelerating feature innovation and tighter integration with services. Meanwhile, Omdia predicts continued erosion of traditional OS market share, suggesting that platform agnosticism will become a core competency for any player aiming to succeed in Europe’s evolving smart‑TV landscape.