Full Breakdown
Broadcasters Urge EU to Regulate Big Tech's Smart TVs and Virtual Assistants
3/24/2026, 8:53:50 AM
Growing Concerns Over Market Power
On March 23, 2023, leading European broadcasters, represented by the Association of Commercial Television and Video on Demand Services in Europe (ACT), called on the European Union (EU) to classify smart TV platforms and virtual assistants from Google, Amazon, Apple, and Samsung as "gatekeepers" under the Digital Markets Act (DMA). This request highlights the increasing market dominance of these tech giants and their impact on content distribution and audience access. The ACT's members include major media companies such as Canal+, RTL, Mediaset, ITV, Paramount+, NBCUniversal, Walt Disney, Warner Bros Discovery, Sky, and TF1 Groupe.
According to a market study projected for 2025, Android TV's market share has grown from 16% in 2019 to 23% in 2024, while Amazon Fire OS increased from 5% to 12% in the same period. Samsung's Tizen OS currently holds a 24% market share. The broadcasters argue that this concentration of power allows a limited number of operators to shape outcomes for millions of users and businesses, thereby controlling access to audiences and content distribution.
Implications of the Digital Markets Act
The DMA, which took effect in 2023, aims to curb the power of major tech companies and promote competition and consumer choice. The broadcasters assert that smart TV operating systems have reached a level of influence that warrants their inclusion under the DMA's stringent regulations. They emphasize the need for oversight to ensure fairness and contestability in the market, warning that tech companies may have incentives to keep users within their ecosystems and restrict access to rival content.
Concerns About Virtual Assistants
In addition to smart TVs, the broadcasters raised alarms regarding virtual assistants, particularly Amazon's Alexa and Apple's Siri. They argue that the absence of regulatory designation for these assistants creates a "regulatory void," allowing them to become de facto gatekeepers for media content across various platforms, including smartphones and smart speakers. The broadcasters urged the EU to apply DMA rules to these technologies based on qualitative criteria, even if they do not meet the quantitative thresholds of 45 million monthly active users and 75 billion euros in market capitalization.
Official Responses and Next Steps
The European Commission has acknowledged receipt of the broadcasters' letter and is currently reviewing the issues raised. However, Google, Amazon, Apple, and Samsung have not yet responded to requests for comment regarding this matter. The broadcasters' appeal represents a significant escalation in the ongoing struggle between traditional media companies and large technology firms for influence in the lucrative media and entertainment market.
Verbatim Quotes
- “A limited number of operators are therefore gaining growing ability to shape outcomes for millions of users and businesses by controlling access to audiences and content distribution,” — Association of Commercial Television and Video on Demand Services in Europe
- “The lack of designation of virtual assistants creates a regulatory void, allowing powerful AI assistants to become de facto gatekeepers for media content through mobile phones, smart speakers and in-car radio infotainment services, without being subject to DMA obligations,” — Association of Commercial Television and Video on Demand Services in Europe
This ongoing dialogue between broadcasters and EU regulators will likely shape the future landscape of digital media and competition in Europe.
