New Study Finds Four Major TV Operating Systems, And Roku Leading The Way

A new study, looking at the Connected TV device market (including streaming players), found there are four major operating systems right now. Of those four, Roku appears to be leading the way, with 59% of respondents claiming to have access to one of the company’s streaming devices.

In terms of the other major players, the study points to Samsung in second with 49%, and then Amazon Fire TV and LG both at 35%. Moving down the list, and Google’s Android TV came in fifth with 23%, Vizio‘s SmartCast with 21%, and Xumo TV with 7%.

These findings come from Hub’s 2025 annual “Connected Home” report. The study surveyed 5,001 U.S. consumers aged 16-74 in February 2025.

While Roku leads the way overall, the report highlights that the lack of an overwhelming market leader continues to result in a fragmented OS market in general. According to the report, this also means there’s still room for those chasing Roku to make the necessary moves to establish themselves as the major operating system of the future.

Two of the main ways the report suggests these companies could improve adoption of their products in the future is through a greater improvement to search functionality and the adoption of newer AI features.

“As ownership of Smart TVs becomes universal, there’s still room to grow in improving the viewing experience,” says 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.”

In terms of search, for example, the study found that while universal search features are widely used (56%) by consumers, the main way we find something to watch is by opening and checking a preferred streaming service (76%), or by searching Google (72%).

In particular, the study suggests the adoption of enhanced TV features, including new AI tools, are likely to be a good way to attract users under 35, who are typically more tech-forward to begin with.