Symposium

Navigating the fragmented world of smart TV operating systems

This article is part of a series based on presentations from the HbbTV Symposium and Awards 2025, bringing together insights from across the industry on the future of broadcast services and connected television. Covering topics from broadband-only delivery and addressable advertising to interoperability and evolving standards, the series captures key discussions and expert perspectives shaping the next phase of HbbTV and the wider TV ecosystem.

At the HbbTV Symposium 2025, Damien de Foucault, CEO of ADKEMIX, offered a detailed and thought-provoking look at the global smart TV operating system landscape, highlighting both its complexity and its rapid evolution.

His central message was clear. The smart TV ecosystem is not just diverse, it is exceptionally fragmented. Unlike the mobile or PC markets, where a small number of operating systems dominate, the TV environment is characterised by a wide range of platforms, business models and strategic approaches.

Drawing on a global survey of embedded TV operating systems, de Foucault illustrated the scale of this diversity. Hundreds of TV brands exist worldwide, many with their own operating systems or variations built on existing platforms. A significant proportion of these are based on Android forks, further complicating the landscape with overlapping technologies and inconsistent implementations.

Even among the leading platforms, there is no single dominant model. The market includes both proprietary operating systems developed by manufacturers and more open or shared platforms. For example, major TV brands have historically built their own systems, while others have adopted or adapted platforms such as Android TV or Google TV. Increasingly, however, these strategies are shifting.

Some manufacturers are moving away from proprietary systems towards shared platforms to reduce development costs and accelerate innovation. At the same time, others are moving in the opposite direction, developing their own operating systems to retain control over user experience, data and revenue.

This divergence reflects a deeper tension within the ecosystem. Control of the operating system is not just a technical decision, but a strategic one. It determines who owns the user relationship, who controls content discovery and, critically, who captures advertising and data revenues.

De Foucault highlighted the emergence of what could be described as new “walled gardens” within the TV environment. As manufacturers recognise the value of their platforms, they are increasingly building closed ecosystems designed to maximise monetisation opportunities, particularly in advertising. This creates challenges for broadcasters and content providers, who must navigate these environments to reach audiences.

At the same time, new entrants and evolving business models continue to reshape the landscape. Some companies that originally focused on software platforms are now launching their own television hardware, while others are forming partnerships to extend their operating systems across multiple brands. There are also examples of major retail and technology players entering the market, exploring new ways to bundle hardware, content and services.

The result is an ecosystem that is not only fragmented, but also highly dynamic. As de Foucault noted, the situation is changing so rapidly that market data can quickly become outdated, and even basic metrics such as device numbers can be difficult to compare due to differing methodologies.

This complexity is mirrored in the business models that underpin the ecosystem. There is no single, established approach. Relationships between content providers, platform operators and distributors are often defined by negotiation and relative market power, rather than standardised frameworks. In some cases, broadcasters may pay for distribution, while in others they may be paid for providing content. These dynamics can shift over time, reflecting changes in market conditions and competitive positioning.

For broadcasters, this creates both opportunities and challenges. On one hand, the proliferation of platforms increases potential reach and opens up new revenue streams. On the other, it adds complexity to service delivery and raises questions about control and visibility.

In this context, the role of open standards becomes increasingly important. By providing a consistent framework across devices and platforms, standards such as HbbTV can help reduce fragmentation and enable more predictable deployment of services.

De Foucault’s presentation ultimately painted a picture of a market still in flux. The smart TV operating system landscape is evolving rapidly, shaped by competing strategies, emerging technologies and shifting business models.

For industry stakeholders, the key challenge is to navigate this complexity while maintaining flexibility. As the ecosystem continues to develop, understanding the interplay between technology, control and monetisation will be essential to succeeding in the connected TV market.

Watch the presentation and explore further

You can watch the full presentation from the HbbTV Symposium 2025 here: Watch the Video

The presentation slides are also available to download: Download the presentation

Next in the series

Discover how broadcasters and platforms are using HbbTV to expand into new markets, as industry experts share real-world insights on hybrid distribution, monetisation, regulation and the partnerships needed to scale services globally.