In 2024, Google TV solidified its dominance in the European smart TV market, capturing nearly 33% of the share. This marked a significant rise, pushing aside Samsung’s Tizen, which saw its market presence decline from around 35% to below 25% within five years. However, projections indicate a slight decrease for Google TV, with estimates suggesting a drop to under 32% in 2025 and potentially below 31% this year.
Despite these changes, the decline of Tizen isn't the primary factor; instead, it is attributed to the growth of other platforms. Notably, VIDAA, used by Hisense TVs, has surpassed LG's webOS and is expected to continue its upward trajectory. Meanwhile, platforms like TiVo OS, Titan, Fire TV, and Roku are anticipated to gain ground, though they currently hold around or below 5% of the market each.
The recent decision by Philips to switch to Titan over Google TV is a notable development in this evolving landscape. Nevertheless, current trends suggest that Google TV will maintain its leading position in Europe, followed by VIDAA and Tizen.