The world's largest broadcasters have urged EU antitrust chief Teresa Ribera to subject smart TVs and virtual assistants from Google, Amazon, Apple, and Samsung to the EU's toughest tech rules. They cited the companies' growing market power as the reason for this call.
The Association of Commercial Television and Video on Demand Services in Europe (ACT), whose members include Canal+, RTL, Mediaset, ITV, Paramount+, NBCUniversal, Walt Disney, Warner Bros. Discovery, Sky, and TF1 Groupe, highlighted this battle for market share. This underscores a significant standoff between broadcasters and major technology firms.
Broadcasters indicated that Android TV, Amazon Fire OS, and Samsung's Tizen OS should be designated as gatekeepers under the EU's Digital Markets Act (DMA). A 2025 market study showed Android TV's market share increased from 16% to 23% between 2019 and 2024.
Amazon Fire OS saw its market share rise from 5% to 12% in the same period, according to the study. Samsung's Tizen OS held a 24% market share. The DMA, applicable since 2023, sets obligations designed to curb the power of major tech companies, boost competition, and expand consumer choice.
The ACT stated that a limited number of operators are gaining increasing ability to shape outcomes for millions of users and businesses. This occurs by controlling access to audiences and content distribution. They argued that it is crucial for the Commission to designate major TV operating systems as gatekeepers and ensure adequate oversight for fairness and contestability.
The lobbying group expressed concerns that Big Tech rivals might have incentives to retain end-users within their own ecosystems. They also noted potential contractual or technical restrictions on linking or redirection, for instance, between different media applications.
Broadcasters also voiced concerns about virtual assistants, such as Amazon's Alexa and Apple's Siri. OpenAI entered this field last year with a beta feature called Tasks for its AI chatbot ChatGPT.
The European Commission has yet to label any virtual assistants as gatekeepers under the DMA. Broadcasters stated that this lack of designation creates a regulatory void, allowing powerful AI assistants to become de facto gatekeepers for media content. This could happen through mobile phones, smart speakers, and in-car radio infotainment services, without being subject to DMA obligations.
They urged Ribera to subject smart TVs and virtual assistants to the DMA based on qualitative criteria. This designation should proceed even if they do not meet the quantitative benchmarks of more than 45 million monthly active users and EUR 75 billion (USD 87 billion) in market capitalisation. The Commission confirmed receipt of the letter and stated it is assessing its contents.
Additional signatories to the letter include the Association of European Radios (AER), the European Broadcasting Union (EBU), the European association of television and radio sales houses (egta), Confindustria Radio Televisioni (CRTV), Televisión Comercial en Abierto (UTECA), and Verband Österreichischer Privatsender (VOP).
Broadcasters are urging the EU to apply its Digital Markets Act to smart TVs and virtual assistants offered by major tech companies like Google, Amazon, Apple, and Samsung.
They cite the growing market power of operating systems such as Android TV, Amazon Fire OS, and Samsung Tizen OS, along with virtual assistants like Alexa and Siri.
Broadcasters expressed concerns about tech companies' ability to control access to audiences and content, potentially restricting user choice and competition.
Source: REUTERS
