In Russia
🛍 Retailers Take Over the TV Platform Market
TVs are turning into full-fledged shopping platforms. According to a forecast by Omdia, by 2029 retailers will control 47% of the TV operating system market in North America (up from 27% in 2025).
A key turning point is expected in 2027 — shipments of Walmart’s CastOS platform will reach 14 million devices. Together with Amazon FireTV, they will account for nearly half of the U.S. market.
Google has integrated its Gemini AI into Google TV. Now, while watching a movie, you can ask, “Where can I buy those sneakers?” and the system will display a QR code for the item or add it straight to your Google Shopping cart.
The Vidaa platform has been renamed V Home OS and, in partnership with Microsoft, has integrated Copilot. It’s no longer just an operating system but a full-fledged AI shopping portal.
For TV manufacturers, retail media is becoming a top priority — the ability to sell products directly through the system interface using neural networks to recognize items on screen.
