LAS VEGAS — Television manufacturers showed off their latest big-screen, high-definition TVs this week at the CES 2024 trade show. But a major focus is on the smart TV operating systems running those shiny new displays.
TV software platforms have become increasingly important as companies look to gain advertising and e-commerce revenue from viewers amid the shift to streaming video.
Major TV vendors like LG Electronics and Samsung use proprietary smart TV operating systems. Smaller vendors license software platforms primarily from Alphabet's Google, Amazon and Roku. Amazon and Roku also produce their own branded TV sets.
Smart TVs are moving beyond just video to become smart home command centers and e-commerce platforms, Jessica Boothe, director of research for the Consumer Technology Association, said at a CES 2024 media briefing.
"We're going to see a shift in the TV becoming more like a smartphone ecosystem," Boothe said. Smart TVs will have a range of apps, including interactive features like video communications and sports betting, she said.
Amazon, Xperi Add TV Customers
At CES 2024, Amazon won a new customer for its Fire TV operating system with Panasonic, which will use Fire TV software in new smart TVs starting in 2024. The Amazon software also includes the e-commerce giant's Alexa assistant for voice control of the TV and connected smart home devices.
Meanwhile, newcomer Xperi announced two new customers for its TiVo smart TV operating system. They are Chinese TV maker Konka and U.K. retailer Argos. They join Europe's Vestel and Sharp as Xperi licensees.
Tunnel Of TV Displays At CES 2024
A focal point of LG's booth at CES 2024 is a dazzling tunnel of OLED displays that draw attention to the company's WebOS operating system. The "WebOS Zone" treats guests to a collection of video clips from content partners including Apple, Netflix, Paramount Global and Walt Disney.
Among the other major TV vendors, Samsung uses its homegrown Tizen TV operating system. Vizio uses its proprietary SmartCast operating system for its televisions.
Hisense offers TVs with its Vidaa operating system as well as sets running Alphabet's Google TV, Amazon's Fire TV and Roku's software.
TCL licenses the Google TV and Roku TV operating systems for its TV sets.
Roku Introduces Premium Smart TVs
Last week, Roku announced a lineup of premium branded smart TVs, called the Roku Pro Series. The new models, with screen sizes between 55 and 75 inches, will be available in the U.S. beginning in spring, with retail prices under $1,500.
Making its own televisions gives Roku an opportunity to experiment and learn what's best for consumers, Anders Steele, director of public relations for Roku's Roku TV unit, told IBD.
"We share all of our innovations with our partners," Steele said. "Think of it like a Pixel phone. That's where Google can really show you what Android can do."
Ultimately the smart TV operating system competition will whittle down a couple of winners, Steele said. The same thing happened with PCs and smartphones, he said.
Transparent TVs Introduced At CES 2024
Elsewhere at CES 2024, two companies — LG and Samsung — showed off see-through televisions.
LG demonstrated a 77-inch wireless, transparent OLED TV that is practically invisible when turned off. Samsung countered with a transparent micro-LED display.
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