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The Smart TV systems market in Europe is beginning to undergo significant changes. Although Google TV remains the most popular platform, its development has clearly slowed down, and competition is starting to apply more and more pressure.
Google TV is no longer growing
According to analysts, Google TV reached its peak popularity in 2024 and has since stopped increasing its market share. One reason for this is the loss of important partners, such as Philips, which is moving to its own solution. This shows that manufacturers are increasingly looking to have greater control over their televisions both in terms of features and user data.
One of the biggest surprises is the fact 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 that are rapidly gaining significance. Titan OS (used by Philips) and TiVo OS are increasingly being found in televisions across Europe, particularly in the lower price segments. Meanwhile, solutions popular in the USA, such as Fire TV or Roku, have significantly less importance in Europe.
The Smart TV market in Europe is undergoing significant changes. Google TV continues to lead, but is losing momentum, and manufacturers are increasingly opting for their own platforms. This means greater competition and potentially more choice for users, but also greater importance of the system when purchasing a new television.
source: flatpanelshd
