Omdia：随着广告策略的转变, 至2029年零售商将控制北美电视操作系统市场份额的47%

Core Insights - By 2029, retailers are expected to control 47% of the North American TV operating system (OS) market share, up from 27% in 2025 according to Omdia [1] Retail Media and Advertising - The latest "TV Design and Function Insights" report indicates that retailers are prioritizing the development of e-commerce-driven retail media advertising over traditional TV shipment leadership [2] Market Trends and Predictions - Omdia forecasts that the global TV OS market is evolving into three distinct segments. In China, a localized Android ecosystem without Google services continues to dominate with a stable 96% market share, which is expected to persist. In other global regions (excluding North America and China), Google TV currently leads with a 40% market share, but this is anticipated to be gradually divided among three competitors: Vidaa, Titan, and TiVo [3] North American Market Developments - Omdia predicts a turning point in the North American market by 2027, with shipments of Walmart's CastOS devices reaching 14 million units. This growth is attributed to Walmart's acquisition of Vizio and the expansion of its CastOS platform. 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%. Meanwhile, Amazon is projected to raise FireTV shipments from 6.1 million units in 2024 to 6.8 million units in 2025, an increase of 11.5% [6] Future Projections - By 2029, Omdia anticipates that shipments of Walmart's CastOS devices will reach 14.8 million units, while Amazon's FireTV will reach 8.8 million units. Consequently, the total shipments from these two retailers will amount to 23.6 million units, with the market size expected to reach 50 million units [6] AI Integration and User Experience - At the 2026 CES, VIDAA OS underwent significant changes, rebranding to V Home OS to reflect its broader role beyond just television. The company announced a key partnership with Microsoft to integrate Copilot generative AI features into the platform, enhancing user experience through advanced AI services. This rebranding is part of a strategy to evolve the OS to support AI and ultimately serve as a shopping gateway [6] - Google has integrated Gemini AI into Google TV and introduced interactive shoppable video features at CES. AI-driven "shoppable" prompts are linked to screen content, aiming to create a seamless experience between viewing and purchasing. Google emphasized a direct path from discovery to checkout without leaving the interface, allowing users to engage in conversational shopping [6]