Omdia: Retailers to Control 47% of North America TV OS Share by 2029 as Advertising Strategies Shift

Core Insights - Retailers are projected to control 47% of the North American TV operating system market by 2029, an increase from 27% in 2025, indicating a significant shift in market dynamics [1] - The trend highlights a growing emphasis on e-commerce-driven retail media advertising over traditional TV shipment leadership, reflecting changing priorities within the retail sector [1] - The theme of this shift was prominently featured at CES 2026 in Las Vegas, alongside advancements in conversational AI-driven features [1] Industry Trends - The rapid transition in the TV OS market underscores the evolving landscape of retail media and advertising strategies [1] - Omdia's forecasts indicate a broader global opportunity in the TV OS sector, suggesting potential growth areas for stakeholders [1]