Omdia: Retailers to Control 47% of North America TV OS Share by 2029 as Advertising Strategies Shift

LONDON--(BUSINESS WIRE)--Jan 26, 2026--

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.

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This 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 share gradually to three key competitors: VIDAA, Titan and TiVo.

Omdia projects an inflection point in 2027 for North America when Walmart’s CastOS shipments reach 14.0 million units. This is driven by Walmart’s acquisition of Vizio and the expansion of its CastOS platform. After the acquisition of Vizio, Walmart has rapidly increased Vizio unit shipments from 4.8 million units in 2024 to a projected 6.6 million units in 2025, representing a 37.5% increase. Simultaneously, Amazon increased FireTV unit shipments from 6.1 million units in 2024 to a projected 6.8 million units in 2025, an 11.5% increase.

By 2029, Omdia projects Walmart’s CastOS will reach 14.8 million units and Amazon FireTV will reach 8.8 million units. Consequently, these two retailers will ship a combined 23.6 million units into a total market of 50.0 million units.

“At CES 2026, VIDAA OS underwent a major transformation,” said Patrick Horner, Practice Leader, TV Set Research, Omdia. “The operating system is transitioning to a new name, V Home OS, to reflect its broader role beyond just televisions. A significant partnership with Microsoft was announced to integrate Copilot’s generative AI capabilities directly into the platform, enhancing the user experience with advanced AI services. The name change is part of the wider push by the company to be an operating system that encompasses not only AI but also, eventually, acts as a shopping portal.”

Google integrated its Gemini AI into Google TV and, at CES, Google introduced interactive shoppable video. AI-driven "shoppable" prompts are tied to on-screen content and are designed to bridge the gap between watching and buying by using AI to identify items on screen. At CES 2026, Google emphasized "direct paths" from discovery to checkout without leaving the interface. “Users can engage in conversational shopping. For example, a viewer could ask, "Where can I buy those sneakers?" while watching, and the TV can identify the brand and provides a QR code or an option to add the item to a Google Shopping cart. This confirms that across multiple TV OS platforms, enabling shopping is a key market driver,” concluded Horner.

ABOUT OMDIA

Omdia, part of Informa TechTarget, Inc. (Nasdaq: TTGT), is a leading technology research and advisory group. With deep expertise in technology markets, grounded in insightful conversations with industry leaders and supported by hundreds of thousands of data points, Omdia's strategic market intelligence is our clients' competitive advantage. From R&D to ROI, we identify the most promising opportunities to drive the industry forward.

Not North America, Not China - TV OS Unit Market Share

North America - TV OS Unit Market Share

Former FIFA president Sepp Blatter on Monday backed a proposed fan boycott of World Cup matches in the United States because of the conduct of President Donald Trump and his administration at home and abroad.

Blatter was the latest international soccer figure to call into question the suitability of the United States as a host country. He called for the boycott in a post on X that supported Mark Pieth's comments in an interview last week with the Swiss newspaper Der Bund.

Pieth, a Swiss attorney specializing in white-collar crime and an anti-corruption expert, chaired the Independent Governance Committee's oversight of FIFA reform a decade ago. Blatter was president of the world's governing body for soccer from 1998-2015; he resigned amid an investigation into corruption.

In his interview with Der Bund, Pieth said, “If we consider everything we’ve discussed, there’s only one piece of advice for fans: Stay away from the USA! You’ll see it better on TV anyway. And upon arrival, fans should expect that if they don’t please the officials, they’ll be put straight on the next flight home. If they’re lucky.”

In his X post, Blatter quoted Pieth and added, “I think Mark Pieth is right to question this World Cup.”

The United States is co-hosting the World Cup with Canada and Mexico from June 11-July 19.

The international soccer community's concerns about the United States stem from Trump's expansionist posture on Greenland, and travel bans and aggressive tactics in dealing with migrants and immigration enforcement protestors in American cities, particularly Minneapolis.

Oke Göttlich, one of the vice presidents of the German soccer federation, told the Hamburger Morgenpost newspaper in an interview on Friday that the time had come to seriously consider boycotting the World Cup.

Travel plans for fans from two of the top soccer countries in Africa were thrown into disarray in December, when the Trump administration announced an expanded ban that would effectively bar people from Senegal and Ivory Coast following their teams unless they already have visas. Trump cited “screening and vetting deficiencies” as the main reason for the suspensions.

Fans from Iran and Haiti, two other countries that have qualified for the World Cup, will be barred from entering the United States as well; they were included in the first iteration of the travel ban announced by the Trump administration.

This story was corrected to clarify that the Trump administration announced its expanded travel restrictions in December, not two weeks ago.

AP soccer: https://apnews.com/hub/soccer

FILE - In this June 1, 2011, file photo, Sepp Blatter gestures during a press conference in Zurich, Switzerland. (AP Photo/Michael Probst, File)