Every year, someone tells me that the world of smart TV operating systems is about to consolidate around two or three major players, similar to the way Apple and Google own the market for smart phone operating systems. And yet, year after year, there are few signs of that actually happening.
Case in point: Omdia released a new forecast for the European TV OS market this week that has four companies with more than 10 percent market share by 2030, with two more arriving at five percent each.
The field is being led by Google and its Android TV / Google TV platform, which surpassed Samsung in 2022. However, Google appears to be hitting a ceiling in Europe right about now: “It peaked at 1-in-3 shipments in 2024, declining to 1-in-4 by 2030,” writes Omdia analyst David Tett on LinkedIn.
The biggest gains are being forecast for Hisense-backed VIDAA, which recently rebranded as V. “The growth of VIDAA has been rapid, with Omdia's data showing VIDAA almost doubling its share of shipments from 9% in 2023 to 17% by 2030,” Tett writes.
There is a bigger story in these data points as well: Back in 2020, LG and Samsung together still had a market share of nearly 55 percent in Europe. By 2030, that combined market share is expected to be around 35 percent. This shows how even at the higher end, the TV market has increasingly been shifting to Chinese manufacturers.
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