The HbbTV standard has reached a significant milestone in 2025 with over 100 million households in Europe now having at least one TV set supporting the technology. This was announced by the HbbTV Association, based on market estimates by research company Dataxis.

The number of HbbTV households will continue to rise, reaching 108 million by the end of 2025, up from 97 million in 2024, according to forecasts. Looking further ahead, Dataxis predicts the total to surpass 120 million in 2026, demonstrating the widespread adoption of HbbTV in the evolving television landscape.

“Reaching 100 million homes with HbbTV-compliant TV sets in Europe is a testament to the strength and relevance of the open HbbTV standard. This achievement underscores the entire industry’s commitment to delivering innovative TV services to consumers in a harmonised manner. The mature, stable and proven standard offers broadcasters, advertisers and technology providers new opportunities in the connected TV ecosystem. We look forward to seeing further growth and adoption,” said Vincent Grivet, Chair of the HbbTV Association.

The rapid adoption of HbbTV is reflected in past and projected figures. In 2020, there were 60 million HbbTV households in Europe, accounting for 25.9 per cent penetration out of 231 million total households. By 2024, penetration rose to 41.3 per cent, with 97 million HbbTV households out of 236 million total households. This year, penetration is expected to reach 45.8 per cent, and by 2026, the milestone of 50 per cent penetration will be surpassed, with 120 million households anticipated to have HbbTV-compliant TV sets.

The HbbTV standard, which is supported by all major TV manufacturers, has been playing a crucial role in enhancing the TV viewing experience by enabling content discovery, interactive services, hybrid content delivery and improved accessibility since its introduction in 2010. As the market continues to expand, broadcasters, platform operators and content providers are increasingly leveraging HbbTV to offer enhanced viewer engagement, addressable advertising and enriched content experiences.

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Categories: Articles, Broadcast, HbbTV, Research

Tags: dataxis, europe, hbbtv