TiVo's Strategic Expansion in Smart TVs and Cross-Screen Advertising: A Catalyst for Long-Term Growth

In the post-linear TV era, TiVo (Xperi) is emerging as a pivotal player in the connected TV (CTV) and over-the-top (OTT) advertising landscape, leveraging its technological innovation, strategic OEM partnerships, and data-driven monetization strategies to capture a growing market. With the global CTV device base projected to reach 4.2 billion units by 2030 at a 9.6% CAGR [3], TiVo’s focus on content discovery and cross-screen advertising positions it to benefit from the industry’s structural shift toward personalized, ad-supported models.

Market Capture: Scaling Through OEM Partnerships and Global Footprint

TiVo’s expansion strategy hinges on its ability to integrate its Linux-based TiVo OS into smart TVs and streaming devices. As of Q2 2025, the company has secured partnerships with eight OEMs, including Thomson, and aims to reach 10 by year-end [5]. These partnerships are critical for scaling its user base, particularly in Europe, where TiVo OS has already achieved 2 million users [5]. In the U.S., TiVo’s 3 million TiVo-branded IPTV devices provide a foundational audience, while its cross-screen platform, TiVo One, now reaches 3.7 million monthly active users (MAUs) [3].

The company’s roadmap to scale TiVo One to 7 million MAUs by 2026 [5] aligns with the broader OTT advertising boom. U.S. OTT ad spend alone is expected to hit $26.6 billion in 2025, growing at a 13% YoY rate [4]. By embedding its OS into smart TVs and streaming devices, TiVo is positioning itself to capture a slice of this growth, even as dominant players like Roku (37% CTV market share in North America) and Amazon (17%) dominate hardware and ad inventory [6].

Technological Differentiation: Solving the Content Discovery Problem

TiVo’s core strength lies in its ability to reduce the “friction” of content discovery. Its search and recommendation system processes over one billion queries daily, including voice-activated searches, helping users navigate the fragmented OTT landscape [1]. This capability is increasingly valuable as consumers consolidate their subscriptions—using an average of 9.9 services in Q4 2024, down from 11.1 in 2023 [1].

The company’s TiVo OS also distinguishes itself through a non-Android architecture, offering OEMs an alternative to Android TV’s dominance. While Roku and Amazon leverage retail and ad-tech ecosystems to control hardware and inventory, TiVo’s focus on user experience and deterministic data integration creates a unique value proposition. For instance, TiVo One’s Home Page Hero ads blend seamlessly into the content discovery process, aligning with viewer preferences: 67% favor upfront ads, and 76% accept ads if they’re relevant and non-repetitive [5].

Monetization Potential: Cross-Screen Advertising as a Growth Engine

TiVo’s monetization strategy is anchored in its cross-screen advertising platform, TiVo One, which unifies linear and CTV data to deliver targeted campaigns. By combining deterministic data (e.g., viewing habits) with contextual insights, TiVo enables advertisers to maximize engagement while minimizing ad fatigue [2]. This approach is particularly compelling in a market where 71.7% of U.S. OTT usage is ad-supported [3], and FAST (Free Ad-Supported Streaming TV) channels like The Roku Channel and Pluto TV are driving rapid growth.

The platform’s scalability is evident in its user growth trajectory. From 2.5 million MAUs in 2025 [3], TiVo One is on track to reach 5 million by year-end and 7 million by 2026 [5]. This expansion is supported by Xperi’s investment in TiVo OS, which aims to reach 7 million users by 2026 [5]. As the OTT advertising market grows—projected to reach $146.30 billion in the U.S. by 2025 [3]—TiVo’s ability to offer precise targeting and non-intrusive ad formats could attract brands seeking to optimize their CTV budgets.

Challenges and Opportunities in a Competitive Landscape

TiVo’s path to dominance is not without hurdles. The CTV market is highly fragmented, with Roku, Amazon, and Samsung dominating device and ad shares [6]. Additionally, Amazon and Walmart’s strategic moves—such as Walmart’s shift to Vizio OS and Amazon’s partnerships with Roku and Disney—threaten to consolidate control over hardware and ad inventory [4]. However, TiVo’s differentiation in content discovery and cross-screen advertising provides a counterbalance. Its focus on user-centric innovation, coupled with OEM partnerships, allows it to compete on value rather than scale.

Moreover, TiVo’s alignment with evolving consumer behavior—such as the preference for curated content and streamlined viewing experiences—positions it to benefit from the industry’s shift toward quality over quantity. As viewers spend 4.5 hours daily on OTT/CTV but reduce their average number of subscriptions [1], platforms that enhance engagement through personalization and efficiency will thrive.

Conclusion: A Strategic Bet on the Future of TV

TiVo’s strategic expansion in smart TVs and cross-screen advertising reflects a clear understanding of the post-linear TV era’s demands. With 10+ OEM partnerships, a growing TiVo One user base, and a technology stack optimized for content discovery and ad targeting, the company is well-positioned to capture a meaningful share of the $26.6 billion U.S. CTV ad market in 2025 [4]. While competition remains intense, TiVo’s focus on user experience and data-driven monetization offers a compelling long-term investment case. As the CTV ecosystem matures, TiVo’s ability to bridge the gap between content discovery and advertising will likely determine its success in reshaping the OTT landscape.

Source:
[1] TiVo's Video Trends Report Finds TV Viewers Are Spending Less, Watching Smarter [https://blog.tivo.com/tivo-for-business/tivos-video-trends-report-finds-tv-viewers-are-spending-less-watching-smarter/]
[2] The Power of Combining CTV and Linear TV Advertising [https://blog.tivo.com/tivo-for-business/the-power-of-combining-ctv-and-linear-tv-advertising-insights-from-ces-2025/]
[3] The State of OTT and CTV Monetization 2025 [https://www.streamingmedia.com/Articles/Editorial/Featured-Articles/The-State-of-OTT-and-CTV-Monetization-2025-168651.aspx]
[4] 4 CTV Trends Taking Shape in 2025 [https://www.oceanmediainc.com/2025-ctv-trends/]
[5] TiVo OS has crossed barriers of entry into global CTV market [https://www.streamtvinsider.com/advertising/tivo-os-has-crossed-barriers-entry-global-ctv-market-xperi-ceo-declares]
[6] Study: Roku Continues to Lead CTV Device Market | TV Tech [https://www.tvtechnology.com/news/study-roku-continues-to-lead-ctv-device-market]