Zhi Tong Cai Jing·2026-02-02 02:55Core Insights - Omdia's report predicts that by 2029, retailers will control 47% of the North American TV operating system (OS) market share, up from 27% in 2025, indicating a shift towards retail media advertising driven by e-commerce rather than traditional TV sales [1] - The global TV OS market is evolving into three distinct segments, with localized Android ecosystems in China maintaining a dominant 96% market share, while Google TV leads in other regions with a 40% share, which is expected to be gradually divided among competitors Vidaa, Titan, and TiVo [1] Group 1 - By 2027, North America is expected to reach a turning point, with Walmart's CastOS devices projected to ship 14 million units, benefiting from Walmart's acquisition of Vizio and the expansion of its CastOS platform [4] - Following the acquisition, Walmart is expected to increase Vizio's shipments from 4.8 million units in 2024 to 6.6 million units in 2025, a growth of 37.5%, while Amazon's FireTV shipments are projected to rise from 6.1 million units in 2024 to 6.8 million units in 2025, an increase of 11.5% [4] - By 2029, Walmart's CastOS devices are expected to reach 14.8 million units, while Amazon's FireTV is projected to reach 8.8 million units, resulting in a total shipment of 23.6 million units and a market size of 50 million units [4] Group 2 - At the 2026 CES, VIDAA OS will undergo significant changes, rebranding to V Home OS to reflect its broader role beyond just television, and announcing a partnership with Microsoft to integrate Copilot generative AI features into the platform [4] - Google has integrated Gemini AI into Google TV, launching interactive shoppable video features at CES, which aim to seamlessly connect viewing and purchasing experiences through AI recognition of products on screen [4] - The emphasis on "conversational shopping" allows users to inquire about products while watching, with the TV identifying brands and providing options to add items to a shopping cart, highlighting the growing importance of shopping functionalities across multiple TV OS platforms [4]