Highlights

  • CastOS shipments expected to grow from 6.5 million in 2025 to 15 million by 2029
  • Walmart’s switch from Roku to CastOS for Onn. TVs drives shipment surge
  • Android to retain global lead, with Tizen remaining second despite small share declines

Omdia, a division of Informa TechTarget, Inc. (NASDAQ:TTGT), forecasts that CastOS will become the top television operating system in North America by 2029, surpassing Roku, Tizen, and FireTV in total shipments.

According to Omdia, CastOS shipments in North America are projected to climb from 6.5 million units in 2025 to 15 million by 2029. This growth is attributed to Walmart’s rollout of its proprietary CastOS across its Onn. TV line following its acquisition of Vizio.

The transition represents a major development in the regional smart TV landscape, giving Walmart direct access to millions of connected households and the ability to integrate advertising capabilities through its own OS platform.

Walmart’s Platform Strategy Behind CastOS Growth

TV brands are a key factor in driving this growth. The migration, which will accelerate over the next year, establishes Walmart as a significant player in the connected TV market.

Matthew Rubin, Principal Analyst for TV Set Research at Omdia, stated:

“Walmart’s decision to consolidate its TV platforms will give it a major asset that it can use not only to generate advertising revenue and sales growth, but also to compete more effectively with Amazon, which recently announced a collaboration with Roku to enable advertisers to launch campaigns across the combined installed base, via Amazon. Roku needs these kinds of partnerships, as it will inevitably lose shipment volume when it’s replaced as the pre-installed OS for Onn. TVs. However, this shift could prompt a reset in its international growth strategy.”

Global Market Outlook for TV Operating Systems

Although CastOS is set for significant growth in North America, Android remains the global market leader, accounting for 39% of worldwide shipments by 2029—slightly down from 42% in 2025. Tizen is projected to hold its position as the second-largest platform, with a minor decrease from 17% to 16% over the same period.

Other platforms showing upward momentum include Vidaa, forecasted to rise from 6% in 2025 to nearly 8% by 2029, and Amazon’s Fire TV, expected to grow from 4% to just above 5%.

Excluding China, Android (including Google TV) represents 32% of the global market in 2025, sustaining its leading position among smart TV operating systems.

About Omdia

Omdia, part of Informa TechTarget, Inc., is a global technology research and advisory firm offering market intelligence across a range of technology industries.