In a strategic collaboration poised to reshape the smart TV landscape, The Trade Desk and DIRECTV have revealed plans to co-develop a specialized version of the Ventura TV operating system, which will prominently feature DIRECTV’s well-known user interface. The new OS is specifically engineered to offer a turnkey solution for third-party television manufacturers, retailers, and hospitality businesses that are seeking a straightforward operating system combined with a predictable, long-term revenue stream. Ventura TV OS itself is designed to foster a more equitable and open streaming environment for hardware original equipment manufacturers (OEMs), advertisers, and content publishers alike.
The partnership aims to challenge the current dynamics of the smart TV market by providing a viable alternative to existing dominant operating systems. Matthew Henick, SVP of Ventura TV OS, elaborated on the vision behind the initiative. “TV manufacturers deserve more choice in how they build their businesses. Publishers deserve to capture more of the value their incredible content creates. And advertisers need a more transparent and equitable ecosystem,” he stated. “We look forward to working with DIRECTV to develop this version of Ventura TV OS that unlocks new revenue, powers a fairer advertising ecosystem, and delights audiences with seamless access to the media they love.”
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For the end-user, this partnership promises a streamlined and intuitive viewing experience. The platform will integrate DIRECTV’s user-friendly interface to provide seamless navigation between a wide array of content, including free ad-supported programming and popular streaming applications available through the Ventura TV OS app store. Viewers will have immediate access to MyFree DIRECTV, the company’s free ad-supported streaming television (FAST) service. Additionally, they will have the option to easily upgrade their content library by subscribing to DIRECTV’s curated Genre Packs, such as MyEntertainment, MySports, MyKids, MyNews, and MiEspañol, as well as the company’s premium Signature Packages.
Vikash Sharma, Head of Product at DIRECTV, highlighted the strategic benefits and future implications of the alliance. “This strategic alliance with The Trade Desk will meaningfully expand access to DIRECTV while offering consumers even greater flexibility, choice and control,” said Vikash Sharma. “OEMs gain a proven user experience that delivers a unified interface, combining live programming, popular streaming apps and personalized advertising. This collaboration sets a precedent for the future of smart TVs as DIRECTV and The Trade Desk work with OEMs to set a new standard for the consumer streaming experience.”
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From an advertising perspective, the collaboration is designed to solve long-standing issues of inefficiency and complexity within the connected TV (CTV) space. Amy Leifer, Chief Advertising Sales Officer at DIRECTV, addressed these challenges directly. “The TV landscape is riddled with friction and fragmentation — viewers are lost in a maze of content choices and marketers face inefficient routes to reach them,” she explained. “We’ve solved for both problems by creating a seamless ecosystem with best-in-class search and discovery experience for audiences and an advertising platform built on deterministic data that makes it easy for brands to reach them. The Trade Desk shares our vision for ease and simplicity, and this integration with Ventura TV OS will further streamline the process to help brands connect with CTV viewers.” This unified approach promises a more direct and effective path for brands to engage with their target audiences in the ever-evolving streaming environment.
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