📺 HbbTV Expands Its Global Footprint

Discussions focused on the fragmentation of the Connected TV (CTV) landscape, where more than a dozen operating systems dominate. Participants emphasized the growing role of HbbTV and DVB-I as unifying frameworks that enable scalable services across hybrid and IP environments.

HbbTV Chair Vincent Grivet noted that HbbTV has moved far beyond the traditional “red button,” and is now used for advertising, analytics, measurement, and consent management—significantly reducing the complexity and cost of operating across multiple OS environments.

Thanks to HbbTV technologies, addressable advertising now reaches 34 million households in the MENA region, complementing more than 100 million homes in Europe.

Turkey’s ecosystem was highlighted for its strong HbbTV adoption and advanced advertising technology.