Pierre Hergaut’s Post

📺The smart TV landscape is about to get more crowded as TP Vision gears up to launch TitanOS on Philips Smart TVs, stepping into the highly competitive and lucrative connected-TV ad market valued at $33 billion. But this leads us to an important question: In a market already dominated by giants like Roku, Samsung, Vizio, Amazon, and Google, do we really need another smart TV operating system? 🚀 TitanOS aims to differentiate itself with a user-friendly interface that simplifies content discovery and customization. But beyond the user experience, TP Vision is also venturing into the connected-TV ads business, a high-margin area that has seen significant growth, as evidenced by Vizio's recent ad revenue surge. 🤔 However, the challenge TitanOS faces is substantial. With a market share that lags behind Samsung and LG, but leads other manufacturers in Western Europe, TitanOS enters a field where scale is crucial. The big question is, how will TitanOS compete against established players with robust ecosystems and massive user bases? 🌐 As industry professionals, we must consider whether the introduction of TitanOS will spur innovation and benefit consumers and advertisers alike, or if it will further complicate an already crowded market. What are your thoughts on this new development? Is there room for another player in the smart TV OS and ad market, or is it time for consolidation and standardization? #SmartTV #Advertising #Technology #TitanOS #Media #DigitalStrategy #Innovation https://lnkd.in/gq8dkp46

Scoop: In the latest edition of "Everything's an ad network," a new ad platform called Titan Ads is set to come to Philips Smart TVs. The Philips Smart TV brand in western Europe and other countries outside the US is operated by a company called TP Vision. That company is readying the launch of a new Smart TV operating system this month called TitanOS, which also comes with a dedicated advertising platform. Read more about the latest entrant in the CTV ads space over at Business Insider https://lnkd.in/gnikfyAR #ctv #philips

"The TV OS wars are also playing out amid the continued trend of U.S. consumers increasingly turning to smart TVs as their primary streaming video device. During a separate session at the StreamTV Show, Parks Associates’ Elizabeth Parks shared data showing the rise of smart TVs in the U.S., where, as of Q1 2024, 56% said they used smart TVs most often, compared to 39% who said so in Q1 2018. Household adoption of smart TVs in the U.S. has also grown over 20 percentage points since 2019 to reach 68% in Q1 2024." https://lnkd.in/gGqGkTsr

f you bought a new smart TV during any of the holiday sales, there’s likely to be an uninvited guest watching along with you. The most popular smart TVs sold today use automatic content recognition (ACR), a kind of ad surveillance technology that collects data on everything you view and sends it to a proprietary database to identify what you’re watching and serve you highly targeted ads. The software is largely hidden from view, and it’s complicated to opt out. Many consumers aren’t aware of ACR, let alone that it’s active on their shiny new TVs.

Lord of the Rings on Samsung TV - The role of FAST windows and ecosystem "One of The Lord of the Rings: The Rings of Power is being made available free on demand via Samsung TV Plus. The limited time offer runs through until August 28 for Samsung TV and Galaxy owners in the United States, Canada, Brazil, the UK, and Germany. “Nearly 300 million Samsung TV and Galaxy owners will have the opportunity to discover or catch-up on this hit series, while continuing to enjoy free access to one of the world’s largest offerings of live tv channels and popular titles on-demand,” said Salek Brodsky, Senior Vice President & General Manager of Samsung TV Plus." Is this the future of #fastchannels and #fast #television ? It's a great way to get premium content to mass audiences, but not cheapening premium content that can be behind a paywall. Given the amount of money invested into the Lord of the Rings production, it would never be able to be on a FAST channel for a first window. However, given that its come out in 2022 on Amazon Prime and was on there for a while, it will certainly have driven lots of subscribers to the Prime platform, even if some of them will have churned already. So, for a second window, it seems like a very good idea to allow it open up to a less premium service but a greater audience, and the financial benefits that come with that. Finally, it's interesting to see perhaps an expanding of the idea of the ecosystem. Before, it was always about providing windowing strategies within a studio's own company, Paramount+ the SVOD, and then Pluto TV on FAST under the Paramount umbrella. Now, we're seeing Amazon, which has it's own FAST service FreeVee, licence to a third-party platform for a mutual benefit rather than hoarding it within their own ecosystem. Given that FreeVee is free, in my mind the main reason that they've gone with Samsung is that Samsung simply gets more viewers on their platform, as the lead platform. Amazon is looking to make money quickly, and for a limited time, and so chose on cold hard numbers, rather than a desire to bulk up their own FAST platform in the medium-to-long-term. Perhaps Amazon has seen how the SVOD #streamingwars caused so much damage and loss of money, they were determined to avoid those mistakes and simply make money. #mediaindustry #tvindustry #svod #vod #streaming #steamingplatforms #streamingmedia #ottplatforms #amazonprimevideo #lordoftherings #samsungtv #tv

📺 Transforming Pay TV: The Rise of Operator Smart TVs 📺 Discover how #Operator #SmartTV are shaping the future of home entertainment in our latest #whitepaper. As traditional set-top boxes become obsolete, Operator Smart TVs offer a more integrated and user-friendly approach to Pay TV services. This new technology empowers operators to retain control over the #userexperience and become the primary entertainment gateway in households. Read the whitepaper here: https://lnkd.in/dBqjKamP and review key highlighs below: 📡 Super #Aggregation: Operator Smart TVs streamline content discovery by aggregating traditional Pay TV, on-demand services, and #streaming platforms into one seamless experience. This integration not only simplifies user interaction but enhances content accessibility. ⭐ Enhanced User Experience: By maintaining the 'sovereign app' status, these TVs ensure that the operator’s interface remains the focal point of the TV experience, boosting user engagement and satisfaction. ♟️ Strategic Benefits: For operators, this technology means more than just improved service delivery; it opens up new revenue streams through targeted advertising and partnership opportunities with content providers. 🌐 Market Evolution: As the market shifts from simple content delivery to complex ecosystems of services and apps, Operator Smart TVs stand out by offering comprehensive solutions that address modern viewers’ demands for convenience and variety. Embrace the future where Operator Smart TVs redefine the role of Pay TV operators in a rapidly evolving digital landscape.

This is big news, both for the CTV programmatic supply-demand ecosystem, but also for how various players might look to increase their own monetisation opportunities. Walled gardens continue to dominate the ad inventory space, and CTV ads are going the same way with even more fragmentation. It'll be fascinating to watch how The Trade Desk will collaborate and compete with it's frenemies once their TV OS formally debuts in the market. #TTD #CTVads #TVOS #Google #Roku #programmatic #Amazon #Tizen #WebOS

Samsung's Tizen OS is projected to command the largest market share (12.9%) for smart TV operating systems worldwide in 2024, with 120 million smart TV sets, according to the Connected TV Marketing Association (CTVMA). The top smart TV OS platforms after Samsung's Tizen are Hisense (VIDAA OS) at 7.8%, LG (Web OS) at 7.4%, Roku (Roku TV OS) at 6.4%, and Amazon (Fire TV OS) at 6.4%.

Sure, smart TVs have changed a lot over the years. But are they optimized to engage viewers? Not always. Smart TV manufacturers are stuck between what they often view as two competing interests: improving users’ entertainment experience or capitalizing on advertising. Many are choosing to prioritize advertising at the expense of the user. It doesn’t have to be this way. Just as the industry accelerates its focus on the power of smart TV advertising, consumers are demonstrating peak advertising tolerance, according to our latest TiVo Video Trends Report. This means they’re willing to watch ads. But they don’t want to wade through irrelevant ones that gum up their viewing experience. It’s possible — and preferable — to balance the consumer experience with advertising priorities through search and recommendation. By placing the consumers’ preferences first, advertising can provide vastly more relevant sponsored ads by sprinkling them into content recommendations. We’ve long taken this consumer-focused approach. Now we’re partnering with manufacturers to bring this feature to smart TVs Powered by TiVo. Read more in Chief Product and Services Officer Geir R. Skaaden Skaaden’s thoughtful blog post: https://bit.ly/3K2Tq8y

As someone who has been in the industry for a while, I have to call out mistakes (to use a gentle word) when I see them. And this article has many. Firstly, Titan OS was rolled out 2 weeks ago, so it could not have a 7 percent market share in 2022, two years before its launch. Secondly, the data from GfK is market share in value, not units. Value does not determine the eyeballs (and market share) of the OS. Thirdly, brands and OS's are not used correctly. TCL would come with Roku and Google TV for example so it can hardly be one column. And Sony and Panasonic should have been part of the same column, as well as many trade brands. The same goes for Philips which was using Sephi and Google TV (as well as Android TV). So here is the correct data. Firstly, Philips' market share (let's use 2023 data because we're in 2024) positions it 5th in Europe (not 3rd) by volume of devices shipped as well as sales value based on GfK data. Secondly, Titan OS market share is 0% (because they have just launched the product and there are no devices in the market yet). And thirdly, the largest platform by distribution (it hurts me to admit it) is Android TV, which is mostly used by low-end brands with large volumes. I expect industry experts and writers to remain unbiased when providing industry insights and feedback. I understand consultancies are their primary source of revenue, but let's keep the game clean, please ...