TV operating system (TV OS) platform vendors and TV OEMs are looking for new use cases and applications to drive TV sales, advertising revenue, and uptake of related services. With widespread adoption of large-screen TVs, 4K and HDR, relatively little interest in 8K and a business model transitioning away from a high volume, low margin hardware model to a high margin advertising model, CTV platform vendors and TV OEMs benefit from expanding beyond the traditional feature set. With smart TVs now reaching 68% of US internet households, this creates new possibilities for commerce, gaming, fitness, and smart home applications, among others.
This study investigates new differentiators and points of interest for US CTV buyers. It examines demand for smart home hub capabilities, health and fitness services and integrations, advanced gaming functions and features, artistic display capabilities, telehealth, content creation, interactive shopping, and more. It identifies consumer openness towards technologies such as optical content recognition, embedded cameras and microphones, AI and AI assistants, among others.
This study draws from the analyst's Q1 2025 survey of 8,000 US internet households. The survey is demographically representative of US internet households, with quotas for age, income, gender, and educational attainment.
Table of Contents
Companies Mentioned
- Amazon
- Apple
- LG
- Microsoft
- Roku
- Samsung
- Sony
- Vizio
