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This report offers an assessment of the smart TV market and of operating systems used by leading smart TV manufacturers. It includes unit sales, SWOT analyses, and Ovum's smart TV by OS forecast.


  • Ovum estimates that smart TV unit sales will reach 159.4 million in 2020, taking the global smart TV installed base to 969.9 million. China and the US are the key markets propelling this growth, with the two countries accounting for 45% of all smart TV sales in 2015.
  • Android TV, Tizen, WebOS, and Roku TV will account for 73% of global smart TV sales in 2020. Samsung’s Tizen platform is the current market leader, having sold 20 million units in 2015, but sales of Android TVs are set to grow substantially as the platform is adopted by more vendors, with sales expected to reach 35.2 million units in 2020.

Features and Benefits

  • Identifies key markets, vendors, and OS providers
  • Compares the strengths and weaknesses of five leading OS providers

Key questions answered

  • What are the main drivers fueling smart TV adoption?
  • In terms of unit sales, household penetration, market leaders, and OS selections, how is the smart TV market expected to develop over the next five years?
  • What steps are OS providers taking to prevent smart TVs from becoming obsolete in a rapidly evolving market?

Table of contents


  • Introduction
  • Download 1: Smart TV Operating Systems: Winners and Losers, 2013–20

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