By Chris Kleinschmidt, VP of Connected TV Advertising Sales, TiVo  Now that we’re well into 2025 and the dust has settled on those bold New Year predictions, it’s time to focus on the realities facing the connected TV (CTV) industry. While change is constant, some fundamental truths remain, particularly in the CTV operating system (OS) ecosystem.  At the heart of the issue is the fact that consumers don’t buy TVs based on their OS. The main factors they do consider include:  Brand reputation – a marker of quality and trust  Price – affordability often drives decisions  App availability – are their preferred streaming services accessible  There’s little consumer recognition of the value of operating systems and that’s unlikely to change anytime soon. And yet, for advertisers, the OS is a crucial part of the equation. This is the dilemma the industry faces: while TV makers must continue to cater to…