# V Set to Overtake LG webOS in Europe, Omdia Forecasts
> Hisense's renamed smart-TV OS is on pace to pass webOS in European shipments — and the ad-supply path that comes with it routes through Nexxen, Trade Desk, and Teads, not LG.
- Publication: The State of Streaming
- Section: Devices & Distribution
- Published: 2026-04-27T00:00:00.000Z
- Updated: 2026-04-27T00:00:00.000Z
- Byline: The State of Streaming Staff
- Canonical URL: https://thestateofstreaming.com/devices-distribution/2026/04/hisense-vidaa-overtakes-lg-webos-europe-2026-2/
- Read time: 5 min
## Summary
Omdia forecast on April 15 that Hisense's renamed V smart-TV OS will pass LG webOS in European TV shipments, with the ad-supply path that comes with it routing through Nexxen, the Trade Desk Ventura Ecosystem, and Teads, not LG.

## Key facts

- Omdia forecast on April 15 that V (formerly VIDAA, Hisense's smart-TV OS) will overtake LG webOS in European TV shipments, with Android TV holding the lead, Tizen and webOS in gradual decline, and Titan OS as a separate emerging entrant.
- Omdia's expanded April 21 forecast modeled emerging TV operating systems — V plus Titan OS plus TiVo — moving from 21 percent of the European market in 2025 to 28 percent by 2030, while Google TV slips from 32 percent to 26 percent.
- V powers more than 50 million connected devices worldwide, per The Trade Desk's February 24 release naming V and Nexxen as Ventura Ecosystem's first collaborators; Teads has been the exclusive global seller of V's homescreen and Channels FAST inventory across the U.S., Canada, and 27 markets in Europe and APAC since December 2024.
- LG Electronics' Media Entertainment Solution segment — the TV business — posted a 750.9 billion won (about $511 million) operating loss on 19.43 trillion won of FY2025 revenue, the company disclosed January 30.


## Why it matters

European CTV ad supply is being re-routed at the OS layer. Each marginal V install in Europe sits inside an ad stack — [Nexxen DSP](https://investors.nexxen.com/news-releases/news-release-details/nexxen-first-market-programmatic-native-smart-tv-activation/), [Trade Desk's Ventura Ecosystem](/advertising-adtech/2026/04/trade-desk-ventura-ecosystem-pivot/), and Teads as exclusive native seller — that exists in parallel to the [Teads-LG HomeScreen exclusive](/advertising-adtech/2026/04/teads-lg-ad-solutions-ctv-renewal/) covering the same European geographies. The structural loser as share rotates is LG Ad Solutions in markets where it sells direct, and the LG Electronics MS segment that booked a 750.9 billion won FY2025 operating loss before the Omdia forecast crossover even printed. Teads sits on both sides of the trade and is largely OS-agnostic on commission.


## What to watch

- [LG Electronics Q1 2026 results](https://www.lg.com/global/newsroom/news/) for any Media Entertainment Solution segment commentary on European webOS share or webOS-based ad-and-content revenue, the explicit growth lever LG named in its Jan. 30 FY2025 disclosure.
- [The Trade Desk Q1 2026 earnings call on May 7](https://investors.thetradedesk.com/news-and-events/events/event-details/2026/Q1-2026-The-Trade-Desk-Earnings-Conference-Call/default.aspx) — Rob Caruso's first call after assuming Ventura, and the first opportunity for any quantitative V partnership disclosure since the Feb. 24 launch.
- Whether other legacy Tizen or webOS European OEMs follow [Loewe's March move to V Home OS](https://www.channelnews.com.au/german-premium-tv-brand-loewe-shifts-strategy-adopts-hisense-vidaa-platform-for-new-tvs/) for any 2026 lines, which would push the share shift past Hisense's own hardware.
- Hisense Visual Technology (SHA: 600060) interim disclosure for the first quarter where Omdia's forecast crossover is testable in shipment data.

## Article
For most of the connected-TV era, Europe's smart-TV operating-system order has been a Korean duopoly with a long Chinese chase pack. That order is breaking. [Omdia forecast on April 15](https://www.businesswire.com/news/home/20260415032885/en/) that V, Hisense's smart-TV OS (rebranded from VIDAA at CES), will pass LG webOS in European TV shipments, with Android TV holding the lead and both webOS and Samsung Tizen in gradual decline. A second [Omdia release six days later](https://www.morningstar.com/news/business-wire/20260421901662/omdia-emerging-tv-os-platforms-forecast-to-capture-28-of-european-market-by-2030), drawn from the firm's TV Design & Features Tracker, modeled the cohort of operating systems that did not exist in 2022 (V plus Titan OS plus TiVo) moving from 21 percent of the European market in 2025 to 28 percent by 2030, while Google TV slips from 32 percent to 26 percent. Omdia's Head of Media and Entertainment, Maria Rua Aguete, called it "a structural shift."

For European ad buyers and sellers, the more useful question is who collects each marginal euro of CTV ad spend on a Hisense television versus an LG one. The answer changes the day a webOS install becomes a V install, and that answer routes through a different ad stack than LG's.

## The other Teads exclusive

The cleanest read on what's actually being re-routed comes from Teads's customer book. Teads (NASDAQ: TEAD) is the exclusive global seller of LG HomeScreen, a [partnership renewed last week](https://www.globenewswire.com/news-release/2026/04/23/3279890/0/en/teads-and-lg-ad-solutions-expand-global-partnership-to-bring-high-attention-ctv-ads-to-the-omnichannel-living-room.html) and now covering more than 20 countries across Europe and Asia Pacific, including the new additions of Italy, Greece, and Cyprus. Teads is also the exclusive global seller of native CTV homescreen and Channels FAST inventory on V-powered smart TVs across the U.S., Canada, and 27 markets in Europe and APAC, [under an extension signed in December 2024](https://www.globenewswire.com/news-release/2024/12/02/2989998/0/en/Teads-and-VIDAA-USA-Extend-and-Expand-Exclusive-Global-CTV-Partnership-Across-US-Europe-APAC.html) when the company was still styled VIDAA USA. The same reseller sits on both sides of the OS-share trade. Teads's commission line is largely indifferent to whether a German viewer's home screen is webOS or V.

The pressure lands somewhere narrower. LG's owned-and-operated demand business, LG Ad Solutions, sells direct in the United States, where webOS still has scale, and routes through Teads in Europe, where the share is now forecast to slip. The U.S. moat is intact. The European inventory pool LG controls behind that exclusive shrinks at the rate the Omdia forecast plays out. And the parent's TV business is already absorbing the squeeze: LG Electronics' Media Entertainment Solution segment, the TV unit, [posted a 750.9 billion won (about $511 million) operating loss on 19.43 trillion won of FY2025 revenue](https://www.lg.com/global/newsroom/news/corporate/lg-electronics-releases-fourth-quarter-and-full-year-2025-financial-results/), the company disclosed in late January, with webOS-based advertising and content named as the explicit growth lever expected to offset hardware-margin pressure.

## V's footprint is already programmatically wired

The reason an Omdia shipment forecast matters this quarter, rather than in 2030, is that the demand-side machinery to monetize V's marginal European install is in place now. Nexxen International (NASDAQ: NEXN) [launched first-to-market programmatic native Smart TV activation last fall](https://investors.nexxen.com/news-releases/news-release-details/nexxen-first-market-programmatic-native-smart-tv-activation/), with VIDAA inventory available exclusively in Nexxen DSP at launch. Five months later, [The Trade Desk (NASDAQ: TTD) launched its Ventura Ecosystem](https://www.thetradedesk.com/press-room/the-trade-desk-introduces-the-ventura-ecosystem-to-advance-the-future-of-ctv-advertising-v-and-nexxen-join-as-the-first-collaborators) with V and Nexxen as the first-named collaborators, disclosing that V powers more than 50 million connected devices worldwide. Joining Ventura grants V access to OpenPath, UID2/EUID, OpenAds, and OpenPass: the supply-path and identity stack TTD has [reframed away from running its own OS](/advertising-adtech/2026/04/trade-desk-ventura-ecosystem-pivot/) and toward layering beneath whichever OSs win.

The marginal V install in Frankfurt or Milan therefore routes through better-developed ad-tech rail than the marginal webOS install. The marginal webOS install routes, mostly, through the [Teads exclusive our piece earlier this week called architecturally singular](/advertising-adtech/2026/04/teads-lg-ad-solutions-ctv-renewal/), and through LG Ad Solutions' own [recent programmatic opening of HomeScreen via Programmatic Guaranteed and PMP deals](https://www.advanced-television.com/2026/03/25/lg-ad-solutions-unveils-new-ctv-capabilities/), which closed the moat-by-direct-only argument LG had been making. LG Ad Solutions CMO Tony Marlow told Digiday last fall, in remarks tied to the Nexxen-V launch story, that programmatic adoption "[is] not likely to be the majority any time soon." That position now competes with LG's own programmatic Home Screen pipeline and with Omdia's call on share direction.

VideoWeek's [reading of the April 21 Omdia release](https://videoweek.com/2026/04/22/google-tv-to-lose-european-market-share-to-vidaa-titan-os-and-tivo-suggests-omdia-data/) frames the demand-side prize cleanly: V, Titan OS, and TiVo all share advertising and data revenue with their OEM and publisher partners; Google TV largely keeps that revenue inside Google. For an OEM looking at flat hardware margins, that gap is why the platform calculation has tilted, and it's why hardware partners beyond Hisense itself have started moving. [Loewe, the German premium-TV brand](https://www.channelnews.com.au/german-premium-tv-brand-loewe-shifts-strategy-adopts-hisense-vidaa-platform-for-new-tvs/) historically on Tizen for its flagship lines, adopted V Home OS last month for its 2026 Vega 4K LED series, keeping Tizen for the flagship Stellar OLED but voluntarily handing a new range to a Chinese-developed OS. That's the OEM-momentum data point Omdia's shipment forecast can't directly produce.

## What the buyer-side question actually is

Hisense's hardware push tracks the OS push without quite explaining it. The company [reported #2 globally in TV shipments for the third consecutive year](https://www.prnewswire.com/news-releases/hisense-secures-no-2-spot-in-global-tv-shipments-share-for-third-consecutive-year-302365212.html) at 14.06 percent of 2024 global volume, and Hisense Europe [told China Daily late last year](https://www.chinadaily.com.cn/a/202512/12/WS693b8139a310d6866eb2e4cb.html) it ended 2025 at 9.1 percent European TV market share, third in the region, on €4.8 billion of revenue, with a 2026 target of €5.5 billion at 10 percent combined share. Those are hardware numbers. The OS shift adds a layer on top: [Connected TV Marketing Association data Digiday cited last September](https://digiday.com/media-buying/nexxen-and-hisense-open-up-smart-tv-programmatic-floodgates/) put V at 7.8 percent of global smart TVs against Samsung Tizen at 12.9 percent, the only public global benchmark on what V's footprint already represents.

For European ad buyers planning 2026, the question isn't whether to keep treating webOS and Tizen as the default smart-TV reach buy. It's how much of the marginal European CTV plan now needs to price in V-stack inventory routed through Nexxen DSP, the Trade Desk Ventura Ecosystem, and Teads's V exclusive, and whether the LG HomeScreen exclusive Teads just expanded into Italy, Greece, and Cyprus is a sturdier 2026 pipe than the underlying webOS share trajectory implies.

The first read is [The Trade Desk's Q1 earnings call on May 7](https://investors.thetradedesk.com/news-and-events/events/event-details/2026/Q1-2026-The-Trade-Desk-Earnings-Conference-Call/default.aspx), the first since Ventura's launch and Rob Caruso's first as the executive responsible for the framing. After that, Hisense Visual Technology's interim disclosures and LG's MS-segment commentary are the next places the Omdia forecast gets tested against print numbers.

## Entities

- Companies: Hisense, LG Electronics, LG Ad Solutions, Samsung Electronics, Teads, The Trade Desk, Nexxen International, Omdia, Loewe, Toshiba, Deutsche Telekom, Titan OS, TiVo, Connected TV Marketing Association
- People: Maria Rua Aguete, David Tett, Guy Edri, Tony Marlow, Bostjan Pecnik
- Products: V Home OS, VIDAA Channels, webOS, Tizen, LG HomeScreen, Ventura Ecosystem, Nexxen DSP, MagentaTV


## Tags

- ctv
- smart-tv-os
- vidaa
- v-home-os
- webos
- hisense
- lg
- omdia
- europe
- ad-supply-path
- teads
- nexxen
- ventura-ecosystem
- forecast


## Sourced claims

- Omdia forecast on April 15, 2026 that V (formerly VIDAA), Hisense's smart-TV operating system, will overtake LG webOS in European TV shipments, with Android TV remaining the European TV-OS leader and both webOS and Samsung Tizen in gradual decline. — Omdia via BusinessWire: https://www.businesswire.com/news/home/20260415032885/en/
- Omdia attributed the shift to Hisense's pricing competitiveness, expanded European distribution, and FIFA World Cup sponsorship and global marketing investment, with Titan OS named as a separate emerging entrant. — Omdia via BusinessWire: https://www.businesswire.com/news/home/20260415032885/en/
- Maria Rua Aguete, Senior Director and Head of Media and Entertainment at Omdia: 'The European TV OS market is undergoing a structural shift. Chinese manufacturers like Hisense and TCL are not only gaining share in hardware, but are now scaling their own platforms, challenging the long-standing dominance of Korean players.' — Omdia via BusinessWire: https://www.businesswire.com/news/home/20260415032885/en/
- David Tett, Principal Analyst at Omdia: 'Samsung and LG have built large installed bases over the past decade, reaching tens of millions of households. However, Chinese vendors are rapidly expanding their installed base, driven by strong shipment growth across Europe.' — Omdia via BusinessWire: https://www.businesswire.com/news/home/20260415032885/en/
- Omdia's expanded forecast on April 21, 2026 — drawn from its TV Design & Features Tracker — modeled TV operating systems that did not exist in 2022 reaching 28 percent of the European TV-OS market by 2030, up from 21 percent in 2025; Google TV moving from 32 percent in 2025 to 26 percent in 2030; and combined V plus Titan OS plus TiVo shipments hitting 11.9 million European units in 2028. — Omdia via Morningstar/BusinessWire: https://www.morningstar.com/news/business-wire/20260421901662/omdia-emerging-tv-os-platforms-forecast-to-capture-28-of-european-market-by-2030
- On Feb. 24, 2026, The Trade Desk launched the Ventura Ecosystem, naming V (formerly VIDAA) and Nexxen International as the first collaborators; the release stated V powers more than 50 million connected devices worldwide and that joining grants access to OpenPath, UID2/EUID, OpenAds, and OpenPass. — The Trade Desk press release, Feb. 24, 2026: https://www.thetradedesk.com/press-room/the-trade-desk-introduces-the-ventura-ecosystem-to-advance-the-future-of-ctv-advertising-v-and-nexxen-join-as-the-first-collaborators
- Nexxen launched first-to-market programmatic native Smart TV activation on Sept. 25, 2025, with VIDAA inventory available exclusively in Nexxen DSP at launch. — Nexxen IR: https://investors.nexxen.com/news-releases/news-release-details/nexxen-first-market-programmatic-native-smart-tv-activation/
- Teads and VIDAA USA extended and expanded their exclusive global CTV partnership on Dec. 2, 2024, making Teads the exclusive seller of native CTV homescreen ads on VIDAA-powered smart TVs and VIDAA Channels FAST inventory across the U.S., Canada, and 27 markets in Europe and APAC. — Teads / VIDAA USA via GlobeNewswire: https://www.globenewswire.com/news-release/2024/12/02/2989998/0/en/Teads-and-VIDAA-USA-Extend-and-Expand-Exclusive-Global-CTV-Partnership-Across-US-Europe-APAC.html
- Teads and LG Ad Solutions renewed their exclusive global partnership for LG HomeScreen on April 23, 2026, adding Italy, Greece, and Cyprus to the covered markets. — Teads / LG Ad Solutions via GlobeNewswire: https://www.globenewswire.com/news-release/2026/04/23/3279890/0/en/teads-and-lg-ad-solutions-expand-global-partnership-to-bring-high-attention-ctv-ads-to-the-omnichannel-living-room.html
- LG Electronics reported FY2025 consolidated revenue of 89.2 trillion won and operating profit of 2.48 trillion won on Jan. 30, 2026; the Media Entertainment Solution segment posted 19.43 trillion won of revenue and a 750.9 billion won operating loss for the year. — LG Electronics newsroom: https://www.lg.com/global/newsroom/news/corporate/lg-electronics-releases-fourth-quarter-and-full-year-2025-financial-results/
- LG Ad Solutions opened LG HomeScreen inventory to programmatic globally for the first time through Programmatic Guaranteed and PMP deals, alongside an 'Own the Outcome' framework introduced March 25, 2026. — Advanced Television: https://www.advanced-television.com/2026/03/25/lg-ad-solutions-unveils-new-ctv-capabilities/
- Loewe, the German premium-TV brand historically on Tizen for its flagship lines, adopted V Home OS for its 2026 Vega 4K LED series in March, while retaining Tizen for the flagship Stellar OLED. — ChannelNews: https://www.channelnews.com.au/german-premium-tv-brand-loewe-shifts-strategy-adopts-hisense-vidaa-platform-for-new-tvs/
- Hisense's V smart-TV OS held 7.8 percent of global smart-TV share against Samsung Tizen at 12.9 percent, per the Connected TV Marketing Association as cited by Digiday on Sept. 25, 2025. — Digiday, citing CTV Marketing Association: https://digiday.com/media-buying/nexxen-and-hisense-open-up-smart-tv-programmatic-floodgates/
- Tony Marlow, CMO of LG Ad Solutions, told Digiday in remarks tied to the Sept. 25, 2025 Nexxen-VIDAA launch story that programmatic adoption '[is] not likely to be the majority any time soon.' — Digiday: https://digiday.com/media-buying/nexxen-and-hisense-open-up-smart-tv-programmatic-floodgates/
- Hisense reported #2 globally in TV shipments for the third consecutive year with 14.06 percent global TV shipment share in 2024, per Hisense corporate via PRNewswire. — Hisense via PR Newswire: https://www.prnewswire.com/news-releases/hisense-secures-no-2-spot-in-global-tv-shipments-share-for-third-consecutive-year-302365212.html
- Hisense Europe reported 2025 sales growth of 6 percent and projected revenue of €4.8 billion ($5.2 billion), with TV market share of 9.1 percent (third-largest in Europe) and a 2026 revenue target of €5.5 billion at 10 percent combined market share, per Hisense corporate disclosure to China Daily on Dec. 12, 2025. — China Daily: https://www.chinadaily.com.cn/a/202512/12/WS693b8139a310d6866eb2e4cb.html
- VideoWeek's reading of the April 21 Omdia forecast frames the differentiation between Google TV — described as keeping advertising and data revenue inside the Google ecosystem — and V, Titan OS, and TiVo, which offer revenue-share to OEMs and publishers. — VideoWeek: https://videoweek.com/2026/04/22/google-tv-to-lose-european-market-share-to-vidaa-titan-os-and-tivo-suggests-omdia-data/
- VIDAA, Hisense, and Deutsche Telekom announced the first Operator Smart TV on Sept. 5, 2025, launching MagentaTV as a native VIDAA app on Hisense smart TVs in Germany by year-end with full Operator TV integration planned for 2026. — PPC Land: https://ppc.land/vidaa-teams-with-hisense-and-deutsche-telekom-for-first-operator-smart-tv/
- At CES 2026, Hisense rebranded VIDAA as 'V' and VIDAA OS as 'V Home OS' (also styled 'Home OS'). — ChannelNews: https://www.channelnews.com.au/ces-2026-hisense-launches-v-home-os-and-unveils-116-inch-rgb-miniled-flagship-tv-for-2026/
- The Trade Desk's Q1 2026 earnings call is scheduled for May 7, 2026 after market close. — The Trade Desk IR: https://investors.thetradedesk.com/news-and-events/events/event-details/2026/Q1-2026-The-Trade-Desk-Earnings-Conference-Call/default.aspx

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