US Smart TV Operating Systems Emerge as Primary Gatekeepers for Viewers

A new study by Hub Entertainment Research finds that operating systems on smart televisions have become the main gateway to streaming content in the United States. By early 2024, 89 % of U.S. households owned at least one smart TV and 69 % streamed weekly directly via the TV. The research shows Roku’s OS commands the largest share at 37 %, followed by Amazon Fire TV (17 %), Samsung’s Tizen (14 %) and LG’s webOS (8 %). Over half of viewers now see the smart‑TV start screen first, reducing the role of traditional channel‑changing and linear pay‑TV. The shift means that platform owners, not device manufacturers, control which apps and content are prominently displayed, turning the OS into the de‑facto gatekeeper of television consumption.