A recent report from Omdia projects that by 2029, retailers will command 47% of the North American TV operating system (OS) market share, a significant increase from 27% in 2025. This rapid shift underscores that retailers are prioritizing the development of e-commerce-driven retail media advertising over traditional leadership in TV shipment volumes. This trend was also a central theme at the 2026 CES in Las Vegas, alongside features powered by conversational AI. Globally, Omdia predicts the TV OS market is evolving into three distinct segments. In China, the localized Android ecosystem without Google services continues to dominate, maintaining a stable 96% market share, a level Omdia expects to persist. In the rest of the world (excluding North America and China), Google TV currently leads with a 40% market share, but its share is expected to be gradually divided among three main competitors: Vidaa, Titan, and TiVo. Omdia forecasts a turning point in the North American market by 2027, when shipments of devices equipped with Walmart's CastOS are expected to reach 14 million units. This growth is fueled by Walmart's acquisition of Vizio and the expansion of its CastOS platform. Following the acquisition of Vizio, Walmart rapidly increased Vizio's shipments from 4.8 million units in 2024 to a projected 6.6 million units in 2025, a 37.5% increase. Concurrently, Amazon increased its Fire TV shipments from 6.1 million units in 2024 to a projected 6.8 million units in 2025, an 11.5% increase. By 2029, Omdia expects shipments of devices with Walmart's CastOS to reach 14.8 million units, while Amazon's Fire TV is projected to reach 8.8 million units. Consequently, the combined shipments from these two retailers will total 23.6 million units, within an overall market size of 50 million units. Patrick Horner, Principal Analyst for TV Sets at Omdia, stated, "At CES 2026, VIDAA OS underwent a significant transformation. The OS will be rebranded as V Home OS to reflect its broader role beyond just televisions. The company announced a major partnership with Microsoft to integrate Copilot generative AI capabilities directly into the platform, enhancing the user experience with advanced AI services. The rebranding is also part of the company's strategic push for the OS to not only support AI but ultimately function as a shopping portal." Google has integrated its Gemini AI into Google TV and introduced interactive shoppable video features at CES. AI-powered "shoppable" prompts linked to on-screen content are designed to use AI to identify products on the screen, seamlessly bridging the experience between viewing and purchasing. At CES 2026, Google emphasized a "direct path from discovery to checkout without leaving the interface." Horner concluded, "Users can engage in conversational shopping; for example, while watching, they can ask, 'Where can I buy these sneakers?' and the TV can identify the brand and provide a QR code or an option to add the item to a Google shopping cart. This indicates that enabling shopping functionalities is becoming a key market driver across multiple TV OS platforms."
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