Omdia预测，到2027年北美市场将出现转折点，届时搭载沃尔玛CastOS设备的出货量将达到1,400万台。这一增长受益于沃尔玛收购Vizio及其CastOS平台 的扩展。在收购Vizio之后，沃尔玛迅速将Vizio出货量从2024年的480万台提升至2025年预计的660万台，增幅为37.5%。同时，亚马逊将FireTV出货量从 2024年的610万台提升至2025年预计的680万台，增幅为11.5%。 到2029年，Omdia预计，搭载沃尔玛CastOS设备的出货量将达到1,480万台，亚马逊FireTV将达到880万台。因此，这两家零售商的总出货量将达到2,360万 台，而市场规模将达到5,000万台。 Omdia电视研究负责人Patrick Horner表示："在2026年CES上，VIDAA OS经历了重大变革。该操作系统将更名为V Home OS，以体现其不仅限于电视的更 广泛角色。公司宣布与微软建立重要合作，将Copilot生成式AI功能直接整合到平台中，通过先进的AI服务提升用户体验。更名也是公司推动操作系统向 不仅支持AI、最终还可作为购物入口的战略举措的一部分。" 谷歌已将Gemini ...

要点 预计到2029年，零售商将掌控47%的北美电视操作系统（OS）市场份额，高于2025年的27%，根据Omdia 最新的《电视设计与功能洞察》显示。这一快速变化凸显了零售商正优先发展由电商推动的零售媒体广 告，而非传统的电视出货量领导地位。 这一趋势也是2026年拉斯维加斯CES上的核心主题之一，同时受到关注的还有由对话式AI驱动的功能。 从全球来看，Omdia预测电视OS市场正发展为三大不同板块。在中国，没有谷歌服务的本地化安卓生态依然占 据主导，保持 96% 稳定的市场份额，Omdia预计，这一水平将持续。在全球其他地区（不包括北美和中 国），谷歌TV目前以40%的市场份额占据领先地位，但未来市场份额将逐步被三大竞争者瓜分：Vidaa、Titan 和TiVo。 Omdia预测，到2027年北美市场将出现转折点，届时搭载沃尔玛CastOS设备的出货量将达到1,400万台。这一 增长受益于沃尔玛收购Vizio及其CastOS平台的扩展。在收购Vizio之后，沃尔玛迅速将Vizio出货量从2024年的 480万台提升至2025年预计的660万台，增幅为37.5%。同时，亚马逊将FireTV出货量从2024年 ...

Group 1 - Omdia's report predicts that CastOS shipments in North America will grow from 6.5 million units in 2025 to 15 million units by 2029, potentially surpassing Roku, Tizen, and FireTV after 2025 [1] - Walmart's decision to switch its Onn. TV brand's operating system from Roku to CastOS is expected to accelerate this growth, allowing Walmart to leverage its own platform for direct advertising to consumers, thereby increasing e-commerce revenue [1] - Matthew Rubin, Omdia's chief analyst, notes that Walmart's integration of the TV platform will provide significant assets for advertising revenue and sales growth, enhancing its competitive position against Amazon [1] Group 2 - Globally, the Android platform is expected to maintain a leading position, with market share slightly decreasing from 42% in 2025 to 39% in 2029, though this includes various Android-based platforms [3] - Tizen is projected to remain the second-largest TV operating system, with its share declining from 17% in 2025 to 16% in 2029 [3] - Vidaa and Amazon's Fire TV are expected to be the fastest-growing operating systems, with Vidaa's market share increasing from 6% in 2025 to nearly 8% by 2029, and Fire TV's share rising from 4% to just over 5% [3] Group 3 - Outside of China, the Android platform, including a significant portion of Google TV, will hold a market share of 32% in 2025, remaining the dominant TV operating platform [5] - The competitive operating system market, particularly in Europe, is expected to have expansion opportunities, with retailers and platform providers closely monitoring developments in North America [5]

Core Insights - Walmart's acquisition of Vizio and the launch of its own operating system on the Onn. TV brand will propel CastOS to become the largest TV operating system by shipment volume in North America [2] - CastOS shipments are projected to grow from 6.5 million units in 2025 to 15 million units by 2029, surpassing competitors like Roku, Tizen, and FireTV [2] - The shift from Roku to CastOS for Walmart's Onn. brand will significantly increase its advertising capabilities and e-commerce revenue [2][3] Market Dynamics - Omdia's chief analyst Matthew Rubin noted that Walmart's integration of TV platforms will provide significant assets for revenue growth and enhance competition with Amazon [3] - Amazon's recent partnership with Roku for advertising could lead to a decline in Roku's shipment volumes as Walmart's Onn. brand takes market share [3] Competitive Landscape - Globally, the Android platform is expected to maintain a leading position, with its market share slightly decreasing from 42% in 2025 to 39% in 2029 [5] - Tizen is projected to remain the second-largest TV operating system, with a slight decline in market share from 17% in 2025 to 16% in 2029 [5] - The fastest-growing TV operating systems besides CastOS are expected to be Vidaa, increasing from 6% in 2025 to nearly 8% in 2029, and Amazon's Fire TV, rising from 4% in 2025 to just over 5% by 2029 [7] Regional Insights - Outside of China, the Android platform, including a significant share of Google TV, is expected to hold a 32% market share in 2025, indicating its dominance in the TV operating platform market [9] - The competitive landscape in Europe remains dynamic, with opportunities for expansion as retailers and platform providers observe North American trends [9]