Samsung’s Tizen leads the market as the most used smart TV OS, with 34% of smart TV owners

At CES® 2026 in Las Vegas, Parks Associates announced new consumer research from “Tech Ecosystem Consumer Insights Dashboard” showing that smart TVs are the dominant gateway for streaming video in US households. Now, 61% of US internet households use a smart TV as their primary streaming video device, continuing the shift in viewing behavior away from streaming media players, gaming consoles, and other connected devices.

Samsung’s Tizen operating system (OS) leads the smart TV market—34% of smart TV owners have Samsung Tizen OS as their most often used smart TV—but this market remains highly fragmented, with increased competition from Roku, LG, and Vizio. When accounting for all primary connected TV (CTV) devices in US internet households, including streaming media players and game consoles, Roku takes the lead as most used at 28%. Roku has traditionally led in the streaming media player category and has steadily increased its share in the smart TV space, growing from 8% in 2020 to 18% in 2025.

The findings of 8,000 US internet households underscore how the control of the TV experience is consolidating at the OS layer.

“Smart TVs are the default way consumers access video, and so the OS has become the central point of competition,” said Jennifer Kent, SVP and Principal Analyst, Parks Associates. “Samsung’s leadership reflects the strategic value of platform scale, particularly as advertising, subscriptions, and service integration move directly into the TV interface.”

Parks Associates’ research examines all consumer electronics (CE) product adoption and purchase intentions, along with the growing role of technology ecosystems in driving platform growth and partner strategy.

Michael Goodman, director of entertainment research at Parks Associates, is speaking at OTT.x Breakfast on January 6, presenting findings from Parks Associates’ “S.O.S. State of Streaming” report, released in partnership with TheDesk.net and OTT.x. The research is featured by Philo, InterDigital, Skreens, Adeia, Broadpeak, and Sling TV.  

The firm is hosting the 20th annual CONNECTIONS™ Summit at CES, January 6, at The Venetian Las Vegas, Lando 4304, Level 4. Sponsors are Alarm.com, Origin AI, Raymond James, Johnson Controls, Ayla Networks, Ensure Protect, Ivani, Plume, ROCiQ, Silicon Labs, TechSee, Telecom Design, Ubiety, Arity, Morse Micro, and Real Estate Business Review.

For more information or to schedule an interview with an analyst, please contact Mindi Sue Sternblitz-Rubenstein, 972-490-1113.

About Parks Associates

Parks Associates is a global research, consulting, and marketing firm with 40 years of experience delivering proprietary consumer data and industry insights for businesses. The firm produces market research reports, forecasts, surveys, and competitive business intelligence on connected consumer, small business, and commercial technologies and related business solutions. Parks Associates provides custom research, strategic consulting, and forward-looking analysis across connected home, small business, and commercial markets, including security, smart home, broadband, entertainment, energy, multifamily, smart buildings, connected health, and emerging AI-driven technologies.

Parks Associates supports industry growth through proprietary research, consulting, and executive networking and convenes thousands of leaders each year through its flagship conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com.

Follow Parks Associates on LinkedIn, Facebook, and Instagram.