Chinese TV Brands Gain European Market Share
Omdia forecasts that VIDAA, the smart TV operating system from Hisense, will overtake LG’s webOS in European shipments by 2025. This forecast signals a significant change in the smart TV market dynamics.
Hisense’s expanding presence across Europe contributes to this anticipated growth. The company’s success stems from competitive pricing and broad distribution.
According to Omdia data, VIDAA is steadily closing the gap with LG’s webOS, with shipments expected to surpass it this year. This trend is leading to increased platform scale and market share.
“The European TV OS market is undergoing a structural shift,” stated Maria Rua Aguete, Head of Media and Entertainment at Omdia. “Chinese manufacturers like Hisense and TCL are scaling their platforms, challenging the dominance of Korean players.”
Fragmented TV Operating System Market
While Android TV leads the market due to broad brand adoption, the competitive landscape is becoming fragmented. Meanwhile, alternative ecosystems such as VIDAA are gaining traction.
As LG’s webOS and Samsung’s Tizen experience declines in market share, new platforms are capturing consumer interest. This reflects a broader trend of Chinese TV brands increasing their influence in Europe.
David Tett, Principal Analyst at Omdia, noted, “Samsung and LG have built large installed bases over the past decade, reaching tens of millions of households. However, Chinese vendors are rapidly expanding their installed base, driven by strong shipment growth across Europe.”
The growing fragmentation of the market presents challenges for advertisers and content providers. They need sophisticated, multi-platform strategies to reach audiences spread across various platforms.
At the same time, new entrants like Titan OS are gaining traction. This highlights the rapid evolution of the European TV operating system landscape, requiring stakeholders to adapt quickly to changing market conditions.
