Omdia: Retailers To Control Nearly Half of North America TV OS Market by 2029

A major shift is underway in the television operating system market, signaling how commerce driven advertising strategies are reshaping the connected TV landscape. According to new research from Omdia, retailers are expected to control 47 percent of the North America TV OS market by 2029, a sharp rise from 27 percent in 2025. The findings highlight how retail media ambitions are increasingly outweighing traditional priorities around TV shipment leadership.

The forecast, published in Omdia latest TV Design and Features Tracker, shows that retailers are leveraging TV operating systems as gateways to ecommerce and advertising ecosystems. Rather than focusing solely on hardware scale, these players are positioning TV platforms as monetization engines that connect viewing behavior directly to shopping and media spend. This shift was a prominent theme at CES 2026 in Las Vegas, where conversational AI and commerce enabled television experiences dominated discussions.

While North America is seeing rapid change, Omdia notes that the global TV OS market is consolidating into three distinct regional patterns. In China, localized Android based operating systems without Google services continue to dominate, holding a stable 96 percent share that is expected to persist through the forecast period. Outside North America and China, Google TV currently leads with a 40 percent share, although Omdia expects that position to gradually erode as competitors such as Vidaa, Titan, and TiVo gain ground.

In North America, the turning point is projected to arrive in 2027, when Walmart CastOS shipments reach 14 million units. This growth is largely driven by Walmart acquisition of Vizio and the rapid expansion of the CastOS platform. Following the acquisition, Vizio shipments rose from 4.8 million units in 2024 to a projected 6.6 million units in 2025, representing a 37.5 percent increase. At the same time, Amazon FireTV shipments grew from 6.1 million units to an estimated 6.8 million units over the same period.

By 2029, Omdia projects Walmart CastOS will reach 14.8 million units, while Amazon FireTV will climb to 8.8 million units. Together, the two retailers are expected to ship 23.6 million units into a total North America market of 50 million televisions, underscoring how retail owned platforms are becoming central to the TV OS share conversation.

Innovation across TV platforms is increasingly tied to commerce and AI. At CES 2026, VIDAA OS announced a major transformation, rebranding as V Home OS and expanding beyond television into a broader digital platform. “At CES 2026, VIDAA OS underwent a major transformation,” said Patrick Horner, Practice Leader, TV Set Research at Omdia. “A significant partnership with Microsoft was announced to integrate Copilot generative AI capabilities directly into the platform, enhancing the user experience with advanced AI services.”

Google also showcased how shopping is becoming native to TV experiences, integrating Gemini AI into Google TV and introducing interactive shoppable video. Viewers can now engage in conversational shopping without leaving the interface, moving directly from discovery to checkout. “This confirms that across multiple TV OS platforms, enabling shopping is a key market driver,” Horner concluded.

As retailers move closer to controlling nearly half of the North America TV OS market, the data makes clear that the future of television platforms is no longer defined by hardware alone, but by how effectively viewing, advertising, and commerce are brought together within a single experience.