Netflix may have won the streaming wars, but the TV Operating System (OS) battle remains, suggests a study from Hub Entertainment Research.

Hub’s annual Connected Home report confirms the ever-expanding influence of connected TVs in home entertainment. Viewers, however, face distinct entertainment experiences depending on which brand of connected TV set they use. Findings from the report include:

TV operating environments are as fragmented as ever.

Across all connected TV devices (including streaming media players), the battle under the hood between operating systems is split among four major players: Roku (59 per cent ownership), Samsung (49 per cent), Amazon Fire TV (35 per cent) and LG (35 per cent).

Universal search across TV environments still has room to grow.

Improved universal search features are still needed more than ever to help consumers find relevant content across so many services. Around three-quarters are hunting and pecking within a specific service or using another search method (like Google) to find shows to watch. In comparison, about half (56 per cent) report using a universal search feature.

Appetite for new TV (and AI-related) features is strong.

Consumers remain receptive to new enhanced TV features, including new AI tools that will change the way they interact with media. Younger users under 35 are more tech-forward and receptive to these features.

“As ownership of Smart TVs becomes universal, there’s still room to grow in improving the viewing experience,” said Jason Platt Zolov, Senior Consultant at Hub. “Without a single TV operating system dominating the market, each has the opportunity to better integrate paid and free streaming services and AI viewing enhancements to help gain the attention of consumers.”

Findings come from Hub’s 2025 Connected Home report, based on a survey of 5,001 US consumers age 16-74. Interviews were completed in February 2025.  =

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Categories: Articles, Consumer Behaviour, Equipment, Research, Search/Recommendation, UHD

Tags: android, Fire TV, Hub, roku, samsung, search