Google TV

Google TV has taken over Europe, and that’s probably not changing anytime soon

Ben Schoon | Apr 28 2026 - 4:00 am PT

New data shows how Google TV has taken over the smart TV market in Europe and, despite moves from other platforms, that’s probalby not changing anytime soon.

FlatPanelsHD shared data from Omdia showing that, over the past few years, Google TV has eclipsed Samsung’s Tizen as the largest smart TV platform in Europe, and by a considerable margin. In 2024, when Google TV hit its peak, the platform was on just shy of 33% of smart TVs while Tizen had slipped from a dominent near-35% to under 25% in less than five years.

2024 was Google TV’s peak in Europe, though, with market share slipping down to under 32% in 2025, and expected to slip under 31% this year.

The reason for the change isn’t a resurgence of Tizen, which is expected to flatten at around 23% of the European market, but rather growth from other platforms. VIDAA, a platform used for Hisense TVs, overtook LG’s webOS this year and is expected to continue growing. TiVo OS, Titan, Fire TV, and Roku are all also expected to grow in Europe over the next few years, but all around or below 5% of the total market. For Titan, the recent switch on Philips’ part to Titan over Google TV was a major development.

Advertisement - scroll for more content

Still, the data shows that Google TV is likely to retain its top spot over Tizen and VIDAA in second and third place, respectively. At least for the immediately foreseeable future, Google TV is king in Europe.

Previous global data showed Google TV is winning out, though noting that it would retain a commanding share of the market thanks to its position with TCL, the world’s leading TV brand. The platform continues to struggle in North America, though, making up less than 10% of the overall market as Tizen, Fire TV, and Vizio/Walmart’s “CastOS” dominate.