The 2026 IFA Berlin, held in Berlin, Germany from September 4–8, wrapped with more than 240,000 attendees from 155 countries, according to IFA. This is a 9% increase in attendance compared to the 220,000 attendees in 2025. IFA Berlin is an annual trade show where companies showcase consumer electronics, home appliances and emerging technology, bringing together manufacturers, retailers, media and consumers to see new products and industry trends.

The 2026 IFA Berlin showcased a shift from selling isolated devices toward selling useful, connected experiences. The strongest near-term propositions were those that make a routine easier, save resources or fit naturally into daily life.

• AI is becoming the TV’s content guide.

LG demonstrated voice-based profiles and personalized recommendations, while TiVo announced conversational discovery and more prominent live sports recommendations. These announcements highlight how the home screen could gain more influence over which services viewers open and what they watch. Streamers will need to make their programming easy for TV platforms to identify and recommend. TiVo’s conversational feature is announced but has not yet launched.

This correlates with a growing need to help consumers navigate the vast array of choices they have. Parks Associates research finds 51% of US internet households prefer a video subscription package that combines live TV with their favorite streaming services. This includes 27% who prefer a live-TV bundle combined with their favorite streaming on-demand services and 24% who prefer a skinny bundle combined with their favorite streaming services. These preferences increase the importance of effective discovery across both live and on-demand content.

TV operating systems are expanding their role in CTV monetization. TiVo announced more FAST channels, improved channel navigation, sports promotion and a partnership for interactive on-screen experiences. TV platforms are creating more opportunities to retain viewing and sell advertising around discovery, free content and commerce. That may give them greater bargaining power with content owners and advertisers.

This underlies the fundamental rational behind Fox’s acquisition of Roku, pending shareholder and regulatory approval. According to Parks Associates research, among streaming media player owners, 43% use a player running the Roku OS and an additional 17% of smart TV owners use a TV running the Roku OS. This reach will give Fox more ways to promote content and connect with viewers across devices.

• The premium TV race is moving toward larger, brighter displays.

At IFA, TCL showcased its X11L Mini LED TV, while Hisense highlighted a 116” RGB Mini LED model. LG also presented its Micro RGB evo TVs. These better large screens strengthen the case for premium 4K HDR video and live sports, but content providers must deliver picture quality that makes the hardware upgrade visible to viewers.

Simultaneously, there is a disconnect between consumers’ desire for greater contrast and brighter, more lifelike colors and their understanding of the term “HDR.” According to Parks Associates research, only 27% of U.S. internet households are familiar with HDR. While many consumers recognize that “4K” is associated with better picture quality, they are less familiar with the term “HDR” and the specific benefits it provides. Consumers may see HDR referenced on a TV, device, or content offering without fully understanding what it means for their viewing experience. Manufacturers, retailers, broadcasters, and streaming services need to better communicate HDR's benefits. Demonstrating HDR in retail environments, highlighting HDR-enabled content within streaming interfaces, and incorporating HDR into marketing campaigns can help increase awareness and perceived value.

• Device makers are building connected ecosystems.

Xiaomi showcased a portfolio linking personal devices, the car and the home, while TCL presented AI experiences across screens, appliances and other household products. These examples point to competition shifting from individual devices toward how smoothly products work together. Brands with broad portfolios, such as Samsung and LG, could strengthen customer loyalty, provided the connections deliver benefits consumers actually use.

• Personal audio is diversifying.

IFA expanded its audio area, highlighting products for mobile listening, including open ear headphones, as well as speakers and home entertainment systems. The range reflects the different places and activities in which consumers now use audio devices. Comfort, design and suitability for daily routines give brands ways to stand out alongside sound quality.

IFA 2026 showed that smart TV competition increasingly extends beyond picture quality. AI discovery, free streaming and interactive features give TV platforms more influence over what viewers watch and how that viewing is monetized. For streaming services, securing visibility on the TV home screen will become as important as delivering content that makes the most of larger, brighter displays.

Michael Goodman is Director, Entertainment Research, Parks Associates.