The battle for smart TV OS market dominance is likely to get a lot more competitive and crowded in 2022, before we start to see inevitable consolidation, according to market research firm Dataxis.

The Dataxis market research firm suggested that the smart TV playing field is likely to remain cluttered with contending platforms for a while, anyway, following recent competition expansion from smart TV makers Samsung, LG and others, which began opening up versions of their formerly exclusive OS platforms to third party TV brands.

Those moves came as TV OS-focused powers, including Roku (Roku TV), Google (Google TV/Android TV) and Amazon (FireTV) have accelerated the pace of product introductions and brand partnerships around the world.

“Samsung’s Tizen and LG’s webOS have been the two most used Smart TV platforms for years, but according to Dataxis’ new research, the Roku OS and Google’s Android TV have experienced the largest growth in 2020 and 2021, and the trend is expected to continue for 2022. Roku and Google, as well as Amazon with its Fire OS, already started licensing their TV platforms to second and third-tier manufacturers a few years ago,” stated Guillaume Perrin, Dataxis senior analyst.

The research firm said that Android TV had a 15.5% share of the installed base in 2020; while Samsung Tizen accounted for 34.4%, LG webOS 15.9%, and Roku 5.8%. Other TV operating systems, inlcuding Hisense’s VIDAA, Panasonic’s MyHomeScreen (formerly Firefox), Vizio’s SmartCast and Philips Saphi (all with a combied 28.4% share) were among other contending smart TV OS that tried to broaden their markets in the period.

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The report omitted step-top media streams and streaming sticks, and did not share full year results from 2021.

Dataxis said Samsung’s Tizen and LG’s webOS have been the two most used Smart TV platforms for years, but new research shows the Roku OS and Google’s Android TV with the largest growth in 2020 and 2021, “and the trend is expected to continue for 2022,” the firm said.

“Although Roku already claimed to be the most selling Smart TV operating system in North America in 2019, thanks to licensing agreements with TCL or Hisense for instance, it has yet to consolidate its position on the Smart TV- only market outside North America. The long-awaited expansion in Europe has finally became reality last year, with the launch of Roku-powered TCL TV sets in the UK. Other European countries and Latin America should follow in 2022,” Dataxis said.

Meanwhile, Amazon is also expanding into Europe, through partnerships with Grundig in Germany and Austria, and JVC in the UK. More recently Amazon has introduced its own-branded Fire TV models in 2021.

Similarly, media conglomerate Comcast launched its own integrated smart TVs based on its proprietary operating systems, Sky Glass (in Europe) and X-Class (in the U.S.).

“2022 will also witness the growing adoption of Google TV, Android TV’s successor, and River OS, LG’s alternative to webOS. Market consolidation might then take a few more years, in the most definitely crowded Smart TV OS market,” Dataxis said.

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By Greg Tarr

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