Roku and Samsung continue to lead the way when it comes to the Connected TV (CTV) platform market. This is according to new research which shows a small group of leading operating systems maintain control over the overall CTV market in the U.S.
Key Takeaways
- Together, Roku OS (28%) and Samsung’s Tizen OS (23%) control over half of U.S. broadband households, making them the clear leaders in the connected TV platform space.
- Amazon Fire TV, LG webOS, and Vizio SmartCast remain middle players, while Apple tvOS and Android/Google TV hold smaller market shares.
- Leadership in this space not only allows companies major influence over content visibility, but also advertising, and data collection.
Roku OS remains the most dominate platform overall, with a 28% share of the US broadband household market. According to the latest data from Parks Associates, Roku is then closely followed by Samsung‘s Tizen OS with 23%.
When grouped together, the two leading operating systems effectively serve more than half of the entire US broadband household market.
Following Roku and Samsung is Amazon Fire TV, LG webOS, and Vizio SmartCast, all of which were deemed to hold mid-tier positions, with the likes of Apple tvOS and Android TV holding even smaller market shares.
While the percentages differ, and significantly, from a similar report by Hub last year, both reports do agree that Roku and Samsung are the market leaders within this space.
They also agree that Amazon Fire TV and LG bridge the gap between the market leaders and the likes of Apple TV and Android/Google TV.
Reports like these continue to highlight the importance of securing a substantial platform userbase, as the leading companies are not only better positioned to play a key role in establishing a familiar user experience, but also in the ability to shape monetization across the industry, including how ad inventory is managed and data collected.
“Control of the platform layer is central to competition in the connected TV market,” said Michael Goodman, Director, Entertainment, Parks Associates. “Operating systems determine what content consumers see, how services are positioned, and how advertising is delivered.”
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