The world of television has become increasingly fragmented, with the rise of streaming services and connected TVs. However, the battle for the top spot in the TV operating system (OS) market remains a contentious issue. A recent study from Hub Entertainment Research has shed light on the current state of TV operating environments, revealing that the four major players – Roku, Samsung, Amazon Fire TV, and LG – are still vying for dominance. But what do these findings mean for consumers and the future of TV?
The Fragmented TV Market
TV Operating Environments
TV operating environments are as fragmented as ever. The study reveals that across all connected TV devices, the battle under the hood between operating systems is split among four major players. Here is a breakdown of the ownership and market share of each operating system:
| Operating System | Market Share (%) |
|---|---|
| Roku | 59 |
| Samsung | 49 |
| Amazon Fire TV | 35 |
| LG | 35 |
Universal Search Across TV Environments
Universal search across TV environments still has room to grow. Despite the numerous connected TV devices available, consumers face distinct entertainment experiences depending on which brand of connected TV set they use. The study found that around three-quarters of consumers hunt and peck within a specific service or use another search method, such as Google, to find shows to watch. In contrast, about half report using a universal search feature.
- Three-quarters of consumers hunt and peck within a specific service.
- About half report using a universal search feature.
The Future of TV and AI-Related Features
Appetite for New Features
Consumers remain receptive to new enhanced TV features, including new AI tools that will change the way they interact with media. Younger users under 35 are more tech-forward and receptive to these features. According to Hub’s 2025 Connected Home report, which surveyed 5,001 US consumers aged 16-74, appetite for new TV features is strong.
“A New Era of Interactivity”
“As ownership of Smart TVs becomes universal, there’s still room to grow in improving the viewing experience,” said Jason Platt Zolov, Senior Consultant at Hub. “Without a single TV operating system dominating the market, each has the opportunity to better integrate paid and free streaming services and AI viewing enhancements to help gain the attention of consumers.”
Improving the Viewing Experience
The study highlights the need for improved universal search features to help consumers find relevant content across multiple services. With the rise of new AI-related features, consumers are looking for a more personalized and interactive viewing experience. As the TV market continues to evolve, it will be interesting to see how TV operating systems and manufacturers adapt to meet the changing needs of consumers.
Conclusion
In conclusion, the battle for the top spot in the TV operating system market remains a contentious issue. With the rise of new AI-related features and the need for improved universal search features, consumers are looking for a more personalized and interactive viewing experience.
