Android TV Set to Dominate Global Smart TV and CTV Market by 2030

The global smart TV and Connected TV (CTV) market is projected to reach 4.2 billion units by 2030, with Android-based platforms expected to capture nearly two-thirds of the market share, according to a new report from Rethink TV.

The market will grow at a compound annual growth rate (CAGR) of 9.6% from 2.65 billion units in 2025, marking a significant shift in how consumers access television content worldwide. This growth aligns with the expanding IoT ecosystem and connected device landscape.

Platform Evolution and Market Dynamics

Android TV, Google's flagship video platform, continues its expansion through increased integrations and retail adoption. The platform's growth is particularly significant as it leverages advanced 5G and IoT capabilities for enhanced connectivity. However, the ecosystem shows signs of fragmentation, with Chromecast OS facing extinction and unlicensed AOSP forks losing ground due to content security concerns.

HarmonyOS, Huawei's Android variant, has established a strong presence in China and is expected to reach 932 million units globally by 2030. Meanwhile, RDK's influence is declining, with projections showing a reduction to 66.5 million units, particularly in North American cable deployments.

Regional Market Developments

New operating systems are capitalizing on market opportunities across different regions. India's JioTele OS is projected to exceed 100 million units by 2030, leveraging bundled broadband and retail TV strategies. In Europe, Titan OS has emerged as a neutral, advertising-friendly Linux platform backed by TP Vision and Vestel.

The integration of next-generation 5G network capabilities is accelerating the transformation of smart TV platforms, enabling enhanced streaming quality and interactive features.

Market Impact and Strategic Implications

"The OS is where the ad rails live, where the recommendation engines run, and where first-party data is collected," explains Rafi Cohen, Analyst at Rethink TV. "This is no longer a product or UX choice. It's a hugely political and strategic one."

Future Outlook

The shift toward software-led ecosystems represents a fundamental change in how consumers interact with television content. Annual smart TV sales are expected to reach 3.76 billion units by 2030, while CTV device sales may see a slight decline to 440 million units, reflecting consumer preference for integrated experiences in mature markets.

The market transformation is further characterized by enhanced connectivity features, improved user interfaces, and advanced content delivery systems that leverage artificial intelligence and machine learning capabilities.