VIDAA, Titan OS and TiVo Gain Ground
Omdia forecasts that emerging TV operating systems will control 28% of the European market by 2030, up from 21% in 2025. This growth presents a significant challenge to Google TV, currently holding a 32% market share in Europe. However, platforms such as VIDAA, Titan OS, and TiVo are expected to increase their presence, driven by unique revenue-sharing models appealing to TV manufacturers.
The independent platforms, primarily Linux-based, offer a lightweight and faster alternative to Google TV. Their design is particularly attractive as memory prices have increased over the last year and hardware margins remain slim. Manufacturers benefit from these systems because they can use more affordable processors while still delivering a responsive, 4K-capable interface.
Revenue-Sharing Models and Local Integration
VIDAA, Titan OS, and TiVo provide revenue-sharing from home-screen ads and Free Ad-Supported TV (FAST) channels. Brands maintain profit margins and gain control over the user experience and data. Titan OS, a European-developed platform, and TiVo focus on integrating local broadcasters, aligning with traditional European viewing habits. This integration is enhanced by a recent strategic ad-sales partnership between Titan OS and TiVo.
Omdia projects that VIDAA, Titan OS, and TiVo will reach 11.9 million units by 2028. Growth is driven primarily by Hisense’s VIDAA platform, expected to achieve 18 million units globally by 2030, with 7 million in Europe. During CES in 2026, VIDAA OS underwent a major transformation, according to Patrick Horner, Practice Leader, TV Set Research, Omdia. The operating system is transitioning to a new name, V Home OS, reflecting its broader role beyond just televisions.
TV brands are prioritizing advertising revenue from the TV OS over traditional hardware revenue, as seen in the competitive European market. These platforms enable TV brands like Philips and Hisense to maintain a distinct brand identity and access their own audience analytics, contrasting with Google TV, which retains viewer insights within its ecosystem.
Adopting a lean OS allows manufacturers to use cost-effective hardware while avoiding the lag often seen in entry-level TV sets. This efficiency is crucial as TV brands aim to differentiate themselves and succeed in a highly competitive market.
