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The Smart TV systems market in Europe is starting to undergo significant changes. Although Google TV remains the most popular platform, its growth has clearly slowed down, and competition is beginning to push harder.
Google TV no longer growing
According to analysts, Google TV peaked in popularity in 2024 and has since stopped gaining market share. One of the reasons is the loss of important partners, such as Philips, which is moving to its own solution. This shows that manufacturers increasingly want to have greater control over their televisions, both in terms of functionality and user data.
One of the biggest surprises is that Vidaa from Hisense has overtaken webOS from LG. This demonstrates how quickly Chinese manufacturers are gaining strength not only by selling hardware but also by developing their own operating systems. New platforms are also emerging in the market, quickly gaining significance. Titan OS (used by Philips) and TiVo OS are increasingly found in televisions in Europe, especially in the budget segments. In contrast, solutions popular in the US, such as Fire TV or Roku, have significantly less impact in Europe.
The Smart TV market in Europe is undergoing significant changes. Google TV still leads, but it is losing momentum, and manufacturers are increasingly opting for their own platforms. This means greater competition and potentially more choice for users, but also a greater emphasis on the operating system when purchasing a new television.
source: flatpanelshd
