Omdia: By 2029, retailers will control 47% of the North American TV operating system market share.

Omdia's latest report predicts that by 2029, retailers will control 47% of the North American television operating system market share, higher than the 27% in 2025. This rapid change highlights retailers prioritizing the development of retail media advertising driven by e-commerce, rather than traditional TV shipment leadership. This trend was also one of the core themes at CES in Las Vegas in 2026, with a focus on AI-driven conversational capabilities.