TiVo, a subsidiary of Xperi, continues its smart TV expansion with its Powered by TiVo platform, now available across 17 OEM brands, including prominent names like Bush, Daewoo, Panasonic, Sharp, and Vestel. Showcased at IFA 2024, TiVo highlighted the strengths of its content-first, user-centric OS platform, positioning itself as a key player in the evolving smart TV landscape. After its initial launch in London earlier this year, TiVo-powered smart TVs are now available in 15 European countries, with production and activations gaining momentum. TiVo aims to have two million active devices by the end of 2024.
Xperi CEO Jon Kirchner commented on TiVo’s continued success: “We pride ourselves on understanding the end-user better than others and are leveraging those insights to help partners provide a more user-centric TV model. We’re excited to bring enhanced TV experiences to consumers around the world.”
The new range of TiVo-powered smart TVs includes models from 24-inch to 75-inch displays, all equipped with the latest technology, such as 4K Ultra HD resolution, HDR support, and superior audio systems. These features cater to various consumer needs, offering options for different price points and viewing preferences.
Key Features of the TiVo OS Platform
TiVo OS stands out for its innovative approach to content management. It offers a centralized hub for accessing various streaming services, live TV, and sports. The platform integrates content from multiple sources, allowing users to seamlessly organize and access their favorite shows, movies, and events in one place. It supports a wide array of streaming platforms, providing users with a rich library of both free and paid content.
A defining feature of the TiVo OS is its advanced search and recommendation engine, powered by algorithms that learn from individual viewing preferences. This personalized approach ensures that users are consistently presented with content that aligns with their tastes, making it easier to discover new entertainment. Additionally, select models include voice navigation, allowing users to find content through simple voice commands, streamlining the viewing experience.
Intensifying Competition in the TV OS Market
TiVo’s expansion into the smart TV space coincides with growing competition in the TV OS market. Recently, The Trade Desk announced the development of its TV operating system, aiming to compete with established players like Roku, Amazon’s Fire TV, and Google. These industry giants, along with emerging platforms such as Titan OS, ZEASN (whaleOS), and Xperi’s TiVo, are all vying for control of the living room experience.
This competitive landscape has driven companies like Vizio, which traditionally relied on proprietary hardware and software, to explore licensing their TV OS to third-party manufacturers. This shift reflects a broader industry trend focused on expanding market presence and boosting advertising revenue, emphasizing the increasing significance of TV OS as a valuable business asset.
As a few key operating systems gain more control over the market, concerns arise about the potential impacts on competition and innovation. Dominating the TV OS space could give these platforms tighter control over the advertising market, reshaping the land for advertisers and content creators.
Amid this intensifying competition, companies are positioning themselves as key players in the smart TV ecosystem, utilizing user-centric platforms and strategic partnerships to secure their place in the market. As the TV OS wars continue to escalate, the role of operating systems will become even more critical in shaping the future of home entertainment and advertising. TiVo’s continued expansion, innovative features, and partnerships signal its intent to carve out a significant place in this evolving market.
