TVOS and FAST platforms: a winning strategy to stand out?

Following the launches of Sony One and Google TV 2024, the only major TV manufacturers or streaming stick brands in the global top 10 that have yet to launch their own FAST channel platforms are Apple and Philips. Over time, offering a free content viewing platform and leveraging their advertising targeting capabilities to monetize it has become essential for TVOS platforms. Platforms that have already introduced FAST services are continuing to expand them, gradually adding more free channels to their lineups. Are these strategies really enabling them to stand out and influence TV purchases? How far can Smart TV vendors go in their involvement with content distribution? Could companies like Samsung and LG find strategic value in progressing towards more integration of TV and video content? The disputed position of gateways for content With Smart TV penetration reaching 50% in Europe, 66% in North America, and 54% of total TV sets in South America by 2024, TV operating systems hold strong positions within TV households. These operating systems now offer broad access to app libraries, extensive content catalogues, and advanced search and recommendation tools to help users to discover content more easily and ultimately establish themselves as the primary gateway to content and entertainment services. Many options are already available for video users to access content hubs, provided notably by pay TV operators which have been multiplying partnerships with streaming services to offer bundles including more and more services. Within the OS market itself, competition has never been more intense, with an increasing number of new entrants proposing their platform to access and navigate through TV and video programs. The latest example is Ventura OS, recently announced by The Trade Desk, and expected to launch in 2024. On the other side, streaming services are aiming to maximize their reach by becoming available on as many platforms as possible. This strategy requires time and investment, as expanding into new ecosystems demands custom development and adaptation, however in the long run this approach may make it increasingly difficult for content access gateways like TVOS to stand out, especially through exclusive content deals or apps. This context gives a starting point to understand the growing interest in launching and expanding FAST offers: they provide TVOS a way to add to their offerings and deliver a distinctive and curated service. TVOS-based FAST platforms’ positive results, yet not reaching full potential The Roku Channel, widely accessible across Roku devices and beyond, is the OS-based FAST platform with the highest reach, as the service gathered 94 million MAUs and offers about 600 unique channels in Europe, Latin America, and North America at Q4 2024. Samsung TV+ followed with 79 million monthly active users (MAUs) and around...