Omdia: Retailers to Control 47% of North America TV OS Share by 2029 as Advertising Strategies Shift
TechTarget, Inc. (TTGT)
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Source: Business Wire
LONDON--(BUSINESS WIRE)--Retailers are forecast to control 47% of the North American TV operating system (OS) market by 2029, up from 27% in 2025, according to Omdia's latest TV Design & Features Tracker. The rapid shift underscores how retailers are prioritizing e-commerce-driven retail media advertising over traditional TV shipment leadership.This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260126712811/en/North America - TV OS Unit Market ShareThis trend was a key theme at CES 2026 in Las Vegas, alongside conversational AI driven features.Globally, Omdia forecasts that the TV OS opportunity is consolidating into three distinct segments. In China, localized Android forks without Google services continue to dominate holding a stable 96% share a level Omdia expects to persist through the forecast period. In the rest of the world (excluding North America and China), Google TV currently leads with a 40% share but will lose
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