Google and Roku are gaining ground in the market for Smart TV operating systems, according to analyst firm Dataxis, while the 'other' category is shrinking fast.
Smart TV OS market
Analyst firm Dataxis expects 2022 to be a decisive year in the market for Smart TV operating systems. The market is still crowded but the power balance could soon shift leading to consolidation in the near future.
- "Samsung's Tizen and LG's webOS have been the two most used Smart TV platforms for years, but according to Dataxis' new research, the Roku OS and Google's Android TV have experienced the largest growth in 2020 and 2021, and the trend is expected to continue for 2022. Roku and Google, as well as Amazon with its Fire OS, already started licensing their TV platforms to second and third-tier manufacturers a few years ago," said Guillaume Perrin, Senior Analyst at Dataxis.
In 2020, Android TV had a 15.5% share of the installed base, according to the analyst firm. Samsung Tizen had 34.4%, LG webOS 15.9%, and Roku 5.8%. Other TV operating systems (Panasonic's My Home Screen, Hisense's Vidaa, Vizio's SmartCast, Philips' Saphi etc.) had a combined 28.4% share but the 'other' category is shrinking every year. Figures for 2021 were not disclosed.
Streaming boxes and sticks (Roku, Fire TV, Apple TV etc.) are not included in the data.
Amazon, Roku outside North America
Android TV is becoming Google TV and at CES 2022 Google announced new partners in the form of Hisense and Skyworth. TCL North America will also start using Google TV in more TV models this year.
As for Roku, Dataxis points out that it has yet to consolidate its position outside North America. It is facing a mountain in Europe and other regions as a late-comer, while its biggest partner (TCL) is diversifying its line-up.
- "Although Roku already claimed to be the most selling Smart TV operating system in North America in 2019, thanks to licensing agreements with TCL or Hisense for instance, it has yet to consolidate its position on the Smart TV-only market outside North America. The long-awaited expansion in Europe has finally became reality last year, with the launch of Roku-powered TCL TV sets in the UK. Other European countries and Latin America should follow in 2022," said Guillaume Perrin.
Amazon's Fire TV is facing the same challenges as Roku outside North America. The retail giant is trying to enter Europe through partnerships with Grundig and JVC. LG and Samsung have also started to license their TV operating systems to third-party TV makers.
So when will we start to see consolidation in the Smart TV operating system market?
- "2022 will also witness the growing adoption of Google TV, Android TV's successor, and River OS, LG's alternative to webOS. Market consolidation might then take a few more years, in the most definitely crowded Smart TV OS market," Perrin added.