The connected TV (CTV) space is buzzing. Android TV, Roku, WebOS — they’ve all made their mark. But just when you think the ecosystem couldn’t get more dynamic, something new enters the chat.
Say hello to Titan OS.
Why should you care? Because Titan OS TV is doing things differently. And by differently, we mean all aspects: how content is delivered, discovered, and monetized.
It’s been just a year since it made its debut, but that was a busy year for Titan OS. With strategic partnerships, innovative features, and a growing presence in millions of homes.
Let’s talk numbers:
- The first Titan OS customers were TP Vision (Philips & AOC), a brand holding a 10% market share in Europe, and Titan OS Philips exemplifies how the system’s adoption has grown. By 2024, 85-90% of TP Vision TVs were running on Titan OS, with projections to reach 95% in 2025.
- By mid-2024, Titan OS had already reached 4 million monthly active users.
- By the end of the year, that number skyrocketed to 9 million, fueled by collaborations with major TV manufacturers.
In the sections ahead, we’ll dive deeper into how Titan OS is carving out its niche. Joining us with expert insights is Olga Sidorenko, Head of Marketing Research at Oxagile, whose in-depth research and profound market knowledge will offer a sharp perspective on industry as a whole and in its finer details.
A new OS is born. Let’s get acquainted
In the vast galaxy of connected TV platforms, Titan OS emerges as a new constellation — not to eclipse the others, but to chart its own orbit for streaming, content discovery, and monetization. But alright, let’s leave the star talk to astronomers and get back to Earth for what really matters.
What Titan operating system ISN’T
- Not a legacy system:
Titan OS isn’t built on outdated frameworks or legacy designs, it’s engineered for modern content delivery and user behaviors.
- Not a one-size-fits-all solution:
Titan OS integrates FAST channels, AVOD services, subscription platforms, and transactional content into one platform. This makes it more versatile for a wider variety of content providers and advertisers.
- Not an overcomplicated OS:
Titan OS doesn’t burden users with fragmented menus and complex navigation but rather has a unified search and easy content discovery. Users can browse across multiple content types — from live TV to on-demand services — with minimal friction.
- Not a walled garden:
Titan OS works across diverse TV brands (Philips, JVC, and AOC in Europe) and partnerships and doesn’t restrict functionality to their proprietary ecosystems.
An expert point to consider
Its partnership with Currys in the UK and Nordics represents a groundbreaking retail media collaboration, making Titan OS the core platform for JVC TVs.
- Not limited to basic advertising models:
Unlike platforms with traditional or limited ad options, Titan OS offers advanced advertising formats like Homepage Ads and Instream Video Ads, leveraging first-party data to target audiences effectively while maintaining compliance with privacy regulations.
An expert point to consider
This is underscored by Titan OS’s launch of Titan Ads, a marketplace that extends campaigns to over 30 million streaming households across Europe, combining exclusive data partnerships with major retailers like Currys and Boulanger.
What Titan operating system IS
Titan is an innovative operating system built specifically for connected TVs with:
- FAST channel integration:
— Titan OS places FAST channels prominently on its homepage and equips remotes with dedicated buttons for immediate access.
— Titan OS has introduced a unified search feature that aggregates FAST (Free Ad-Supported Streaming TV) and broadcast channels into one interface. This innovation aims to improve content discovery for viewers, streamlining the search process and boosting engagement.
An expert point to consider
The terminology of FAST channels vs. FAST/AVOD platforms can be confusing, so let’s clarify:
- FAST Channels: Operate like linear TV with 24/7 programming, scheduled commercial breaks, and genre- or brand-specific content.
- FAST/AVOD Platforms: Combine live channels with a large library of ad-supported video-on-demand (AVOD) content. For example, Samsung TV Plus and Google TV focus more on a live TV experience, while Tubi services offer an expansive on-demand library. Despite differences, all are considered part of the broader FAST ecosystem because they offer free, ad-supported content. By integrating these distinctions into a unified search, Titan OS simplifies the viewing experience, offering users seamless access to both live and on-demand content.
- Revenue sharing model:
Titan OS aligns with TV manufacturers through a shared revenue strategy, leveraging recurring income streams from app transactions, targeted ads, and data-driven personalization.
- Localized and global content:
— The platform includes both global channels and region-specific feeds, enabling content distributors to reach diverse audiences with tailored offerings.
— Partnerships with providers such as A+E Networks, Deezer, and Sony Pictures Entertainment expand the variety of available content.
An expert point to consider
Through its partnership with Free in France, Titan OS added more than 230 additional localized channels, ensuring a tailored approach for regional markets while maintaining global scalability.
The timeline of Titan OS’s meteoric rise
Titan OS star didn’t need a big bang to make its entrance, just a strategic partnership.
It began its rise through a collaboration with TP Vision, becoming the Philips Smart TV operating system for the 2024 PML9009 and PUS8909 models. This marked the beginning of Titan OS’s journey, which expanded further with a partnership with Currys, making it the operating system for JVC Smart TVs in the UK and Nordics. Titan OS also worked with FAST media networks to integrate their channels directly into the OS, allowing users to access them with a single click on the remote control.
The growth of Titan OS continued through 2024 with several key developments. In July, Titan OS launched five A+E Networks EMEA channels, including Inside Crime and Mystery TV, to further diversify its content offering. Titan OS also signed an agreement with Free.
By September 2024, Titan OS expanded its music streaming offerings with Deezer, and in October, it partnered with Sony Europe to bring free and premium FAST channels to selected Sony Android TVs across several European countries. By the end of 2024, Titan OS had reached over 9 million users across Europe.
Titan OS’s rapid expansion also included a partnership with NEW ID, a global leader in FAST services, adding channels like BABY SHARK TV and World Billiards TV to its growing library. The platform also launched Titan Ads, a CTV marketplace that enables advertisers to target users more effectively using exclusive first-party data.
Would Titan OS fit your goals?
Global reach: Expanding the multi-screen experience in Europe
Titan OS delivers profitability and scalability by extending its footprint across Europe, becoming the Philips operating system (third-largest market share in the region) and the OS for Sony Android TVs. With a 4.9% global market share by the end of 2024, Titan OS enables manufacturers and advertisers to connect with a diverse and growing European audience.
An expert point to consider
Its revenue-sharing model is tailored to maximize post-sale earnings for partners, while collaborations with Free, A+E Networks, and Sony amplify its content offerings, making it a key player in Europe’s streaming and advertising ecosystem.
Tech advantage: Seamless FAST integration
The OS’s emphasis on FAST channels aligns with growing consumer demand for free, ad-supported content while maintaining compatibility with subscription and transactional models.
An expert point to consider
Titan OS’s Partner Portal offers documentation and tools for quick app onboarding and audience targeting.
Advertising power: Titan Ads for CTV domination
Titan Ads leads Europe’s CTV advertising landscape, leveraging first-party data from millions of active users. The platform offers powerful ad formats, like Homepage Ads for maximum visibility and Instream Video for immersive, non-skippable messaging alongside premium content. Built with user privacy in mind, Titan Ads uses OneTrust’s consent management system, aligning with strict regulations while enabling contextually relevant targeting.
An expert point to consider
Through partnerships with leading European ad sales houses, including RTL AdAlliance and Goldbach, Titan Ads delivers exceptional access to Europe’s streaming audiences, combining innovation and effectiveness to enhance advertising strategies.
Reaching the global market of viewers through a multi-screen strategy
Titan OS might be the new star in the Smart TV universe, but it’s not the only one lighting up the sky. For businesses looking to expand their presence beyond Titan, these established platforms continue to shine with reliability and innovation as well:
- Tizen dominates the Samsung Smart TV ecosystem, but developing apps for its low-end models requires careful optimization. The article explores techniques for managing limited processing power, streamlining UI performance, and ensuring your app works seamlessly on a wide range of devices.
- Next-gen TV streaming isn’t just a buzzword; it’s about merging broadcast-quality video with interactive, personalized features. This piece highlights advancements like ATSC 3.0, which unlocks new monetization and engagement opportunities for broadcasters and app developers alike.
- Apple TV apps stand out with immersive design and integration into Apple’s ecosystem. The article dives into features like Siri support, universal search, and deep linking to ensure apps deliver an exceptional user experience while leveraging Apple’s hardware and software capabilities.
- Amazon Fire TV’s voice-first approach and Alexa integration are game-changers. This guide offers insights into developing apps that harness these capabilities, while addressing monetization options like in-app purchases and ad integration for Fire TV’s extensive user base.
- LG’s WebOS is all about multi-tasking and smooth navigation. The article outlines the technical requirements for app development, the platform’s powerful integration capabilities, and how WebOS enhances user engagement with features like the Magic Remote and content partnerships.
Thinking about a global multi-screen strategy?
Smart move.
With deep expertise in multi-screen video delivery, adaptive streaming, and cross-platform app development, we help you design, implement, and optimize your strategy for today’s connected audiences.
