"Control of the platform layer is central to competition in the connected TV market. Operating systems determine what content consumers see, how services are positioned, and how advertising is delivered."
"The research illustrates the centrality of connected TV platform ecosystems. These platforms influence content distribution, advertising revenue, and consumer engagement across the connected TV market."
The connected TV platform market is concentrated, with Roku OS and Samsung Tizen OS leading at 28% and 23% market shares, respectively. Amazon Fire TV, LG webOS, and Vizio SmartCast follow as middle-level players. The report emphasizes the significance of platform ecosystems in content distribution, advertising revenue, and consumer engagement. The rise of artificial intelligence for search and personalization is expected to enhance the importance of these ecosystems. Key trends include platform concentration, advertising control, and the operating system's role in user experience and viewing behavior.
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