Samsung Tizen tops smart TV OS usage in US, Parks Associates finds
January 7, 2026 12.46 Europe/London By Julian Clover


Samsung’s Tizen is the most used smart TV operating system in the US, with 34% of smart TV owners saying it is the platform they use most often, according to new research from Parks Associates.

Unveiled at CES 2026 in Las Vegas, the study also found smart TVs have become the dominant gateway for streaming video, with 61% of US internet households now using a smart TV as their primary streaming device, continuing the shift away from streaming sticks and boxes, games consoles and other connected hardware.

Despite Samsung’s lead, Parks Associates said the smart TV OS market remains fragmented, with competition increasing from Roku, LG and Vizio.

When looking beyond smart TVs to include all primary connected TV devices in US internet households – including streaming media players and games consoles – Roku leads overall usage at 28%. Parks Associates said Roku has steadily expanded its presence in smart TVs, rising from 8% share in 2020 to 18% in 2025.

The findings are based on research covering 8,000 US internet households and point to the TV interface and operating system becoming the central battleground for control of the viewing experience, as advertising, subscriptions and service integration move directly into the home screen.

Parks Associates said its analysts are presenting additional findings during CES, including updates from its State of Streaming research and sessions linked to its CONNECTIONS Summit.