📐 HbbTV as a Safeguard Against Platform Monopolies

Traditional measurement methods struggle to cope with the mix of broadcast TV, streaming services, and apps, while data often remains “locked” inside the operating systems of Apple, Google, or Samsung.

In this context, the open HbbTV standard — available in more than 100 million households across Europe — is emerging as a crucial tool for restoring data transparency and accuracy.

Unlike closed systems, HbbTV operates horizontally across devices from different manufacturers and makes it possible to measure audiences even for small regional channels that are often excluded from traditional panel-based research.

By 2026, up to 20 million devices are expected to support the HbbTV-TA specification, which enables frame-accurate ad replacement in broadcast streams. This gives broadcasters the ability to retain control over their data without relying on intermediaries such as global tech giants.