Globally, Samsung will command the largest market share for its smart TV sets’ Tizen operating system (OS) with 12.9% of 120 million worldwide smart TV sets in 2024, according to projections by the Connected TV Marketing Association (CTVMA). 

Hisense (with VIDAA OS) is at 7.8%; LG (Web OS), 7.4%; Roku (Roku TV OS), 6.4%; Amazon (Fire TV OS), 6.4%; Google (Android TV), 5.9%; Vizio (SmartCast), 5.8%; and Philips (Titan OS), 4.9%.

The bottom two smart TV platforms: Apple (Apple tvOS), 2.7%; and TiVo (TiVoOS), 2.3%. Other systems collectively have a 38.4% share.

At the end of 2023, the International Data Corp, estimated the top smart TV OS was Android-based systems on smart TV sets, with a 38.1% share; Samsung’s Tizen was at 21.3%; Roku’s Roku OS, 12.5%; Amazon Fire OS, 3.4%; others at 24.6%. 

The CTVMA projects an overall growth rate of these systems to be 3.3% on a compounded annual growth rate by 2027 -- with Fire OS climbing 8.3% on the high end; Roku OS, moving more slowly at 2.5%.

Many smart TV OS owners regularly license their OS systems to other TV set makers as well as their own smart TV branded sets -- Samsung, Roku and Amazon, among them.

The CTVMA estimates the top worldwide CTV advertising by category are food marketers with the largest ad spend for this year at $980 million; restaurants are next at $783 million; retail at $742 million; financial services at $688 million; and entertainment at $678 million.

The next five: automotive, $650 million; personal care, $554 million; travel, $480 million; and telecommunications and local marketers, each $350 million.