In this special highlights episode of Inside Content, we bring together conversations from across the TV OS and OEM ecosystem to explore one of the most important shifts in connected TV: the growing role of TV OS in how content is discovered, distributed and monetised.
Across recent episodes, we spoke with leaders from TiVo, The Trade Desk, Whale TV, Xumo and TCL. Each company approaches the market from a different position, but together they show how the OS and OEM layer is becoming more important to the next phase of streaming. The discussion moves from viewer behaviour and discovery to FAST and AVOD, advertising, content curation and the future structure of the CTV market.
The starting point is fragmentation. Streaming has created more choice for viewers, but it has also made the TV experience harder to navigate. Audiences are moving between more apps, services and content sources, often spending time browsing before deciding what to watch. TiVo’s perspective helps frame this challenge clearly: the OS has an important role in reducing friction, improving search and helping viewers get to content faster.
That discovery challenge is one reason the TV operating system has become more strategically important. The OS influences what viewers see first, how content is organised and how services are surfaced. The Trade Desk’s Ventura adds a commercial lens to this, positioning the operating system as a key control point in the connected TV ecosystem. For OEMs and platform businesses, the screen is not only a hardware endpoint. It can also support ongoing revenue through advertising, content partnerships and platform services.
Whale TV brings another perspective, describing the OS as a connector between TV brands, content providers, advertisers and viewers. This is especially relevant for independent TV brands that need the software, content and monetisation layers to compete in connected TV without necessarily building everything themselves.
FAST and AVOD are central to this shift. Xumo, TCL and Whale TV all show how free streaming is moving closer to the device experience. Xumo’s model spans its direct-to-consumer FAST platform, device and OS activity, and enterprise distribution. TCL Channel is more explicitly OEM-led, offering free AVOD and linear content through TCL connected TVs. Whale TV+ similarly reflects the move towards integrating free streaming directly into the operating system, reducing app friction and making FAST and AVOD part of the wider TV experience.
As the market matures, the focus is shifting from volume to relevance. It is no longer just about offering more channels. Platforms are thinking more carefully about quality, curation, placement and merchandising. TCL’s approach highlights the move towards quality over quantity, while Xumo’s comments on usage-led merchandising show how platforms can use the interface to guide viewers towards relevant content.
The advertising opportunity is also changing. For OS and OEM platforms, monetisation extends beyond video ad inventory. It includes the first screen viewers see when the TV turns on, the home page, the guide, recommendation rails, data and new ad formats. Whale TV’s discussion of the “first frame” captures this clearly: the OS sits close to the point of viewer engagement, giving it a valuable role in both content discovery and advertising.
The episode closes with the future of the OS and OEM market. TCL’s view is that the market is likely to remain fragmented, with major OEMs continuing to pursue different strategies. That fragmentation creates complexity, but also opportunity. For content owners, distribution is no longer only about being present on a device. It is about understanding how content is surfaced, how FAST and AVOD services are positioned, and how value is created within each platform environment.
This special highlights episode brings together these perspectives to show how TV OS and OEM platforms are becoming more influential across connected TV. As streaming continues to evolve, the interface will play a growing role in how audiences find content, how platforms build engagement and how advertising is monetised.
Key topics
● The role of TV operating systems in simplifying content discovery
● How streaming fragmentation is changing the viewer experience
● OS platforms as strategic control points in connected TV
● OEMs moving beyond hardware into content, advertising and services
● FAST and AVOD as part of the device experience
● Quality, curation and merchandising across free streaming platforms
● First-frame advertising, screen-level visibility and data
● Why the OS and OEM market may remain fragmented
● What these shifts mean for content owners, platforms and advertisers
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