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]