E-commerce-driven TV platforms are gaining momentum, with Walmart and Amazon at the forefront of this transformation. Retailers are projected to control 47 per cent of the North American TV operating system market by 2029, a significant increase from 27 per cent in 2025, according to research from market intelligence firm Omdia.
E-commerce: Shifting Priorities in Retail Media Advertising
This shift indicates a growing focus on e-commerce and retail media advertising over traditional shipment models, a trend that was a key topic at CES 2026 in Las Vegas. Major players like Walmart and Amazon are rethinking their strategies to integrate shopping experiences directly into the television viewing process.
Market Dynamics and Future Projections
As the global TV operating system market evolves, it is consolidating into three primary segments. In China, localized Android forks maintain a dominant 96 per cent market share. Meanwhile, outside China, Google TV is facing stiff competition from emerging platforms such as Vidaa, Titan, and TiVo.
North America is set to reach a pivotal moment in 2027, when Walmart’s CastOS shipments are anticipated to hit 14 million units, following its strategic acquisition of Vizio. Walmart has ramped up Vizio shipments by 37.5 per cent, projecting 6.6 million units for 2025. In the same timeframe, Amazon has reported an 11.5 per cent rise in FireTV unit shipments.
The Rise of Retail Giants in TV Shipments
By 2029, Walmart and Amazon are expected to ship a combined total of 23.6 million units within a broader North American market of 50 million units. This surge underscores the increasing significance of these retail giants in the TV operating system landscape.
Innovative Integrations: The Role of AI
At CES 2026, the VIDAA OS introduced a new identity as V Home OS, reflecting its ambition to extend beyond traditional television functionalities. Patrick Horner, Practice Leader for TV Set Research at Omdia, noted that this transition includes a collaboration with Microsoft to incorporate Copilot’s generative AI capabilities.
This shift aims to create an operating system that not only leverages AI but also evolves into a shopping portal for consumers. Google is also making strides in this area, having integrated its Gemini AI into Google TV. This addition brings interactive shoppable video features that allow viewers to identify products directly from their screens.
Enhancing User Engagement Through Conversational Shopping
The interactive features enabled by these AI systems facilitate a seamless shopping experience. For instance, users can engage in conversational shopping by simply asking their TV where to purchase items they see on screen. The system can respond with a QR code or directly add products to a Google Shopping cart.
Horner remarked, “This confirms that across multiple TV OS platforms, enabling shopping is a key market driver.” The integration of shopping functionalities within TV platforms signifies a crucial shift towards creating more interactive and engaging consumer experiences.
