TV operating systems (TV OS) are reshaping the landscape of television, driving innovation in content delivery, customer experience (CX), and advertising. At the 2025 Connected TV World Summit in London Colin Dixon, founder and chief analyst at nScreenMedia, lead a panel of experts featuring Gabriel Cosgrave from TiVo, Teresa Lopez from WhaleTV, and Sally Nelson from Roku to look at how they are transforming the TV experience.
Here’s our three key takeaways from the session:
1. The Growing Importance of TV Operating Systems
The US television market, valued at $227 billion in 2024, is rapidly shifting towards TV OS platforms which are now generating substantial revenue from their TV OS businesses. With other global markets starting to the see the same shift we believe this further hightlighs the pivotal role TV operating systems will play in the future of television, driving both content delivery and monetisation.
2. Enhancing User Experience Through Personalisation
User experience (UX) is at the heart of TV OS innovation. Key metrics like time to content and time spent viewing are essential. Enhancements and new features undergo rigorous AB testing to boost engagement and monetisation. Personalisation and recommendation engines are pivotal in improving UX, helping users find content quickly and effortlessly. A content-centric user interface fosters loyalty by reducing the need to navigate multiple apps.
3. Leveraging AI for Content Discovery and Advertising
AI and machine learning are revolutionising content discovery and recommendations. Voice control powered by AI engines, is making interactions with TV OS more natural and intuitive. Universal search, although not fully adopted by all apps, is a critical feature that unifies search across platforms, enhancing content discovery. Additionally, advertising integration within TV OS platforms is proving highly effective. Home page ads and masthead units drive significant engagement and monetisation, while built-in fast services offer multiple entry points to content, boosting viewership.
The transformative potential of TV OS platforms to delight viewers and drive new revenue streams for business is clear. As the industry continues to evolve, the focus on enhancing user experience, leveraging AI for content discovery, and integrating advertising will be key drivers of growth and innovation in the TV OS landscape.
Watch the video now to hear expert insights and strategies from the recent Connected TV World Summit, featuring top industry leaders:
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