European Broadcasters Demand Tougher Regulations for Smart TVs and Digital Assistants
In a significant move, Europe's leading broadcasters have called for smart TVs and virtual assistants to be subjected to the European Union's most stringent technology regulations. This push targets major tech companies, including Google, Amazon, Apple, and Samsung, amid concerns over their expanding market influence.
Broadcasters' Formal Complaint to EU Antitrust Chief
The Association of Commercial Television and Video on Demand Services in Europe (ACT) has formally addressed EU antitrust chief Teresa Ribera, advocating for these devices and services to fall under the Digital Markets Act (DMA). This legislation, enacted in 2023, aims to curb the power of large technology firms, foster competition, and enhance consumer choice.
ACT's membership comprises prominent media entities such as Canal+, RTL, Mediaset, ITV, Paramount+, NBCUniversal, Walt Disney, Warner Bros Discovery, Sky, and TF1 Groupe. Their complaint underscores an ongoing struggle between traditional broadcasters and Big Tech for control over the entertainment sector.
Market Data Supporting the Call for Action
To bolster their argument, ACT referenced a 2025 market study revealing notable shifts in smart TV operating system dominance. Key findings include:
- Android TV: Increased its market share from 16% to 23% between 2019 and 2024.
- Amazon Fire OS: Rose from 5% to 12% during the same period.
- Samsung's Tizen OS: Maintains approximately 24% of the market.
Broadcasters contend that these platforms should be designated as "gatekeepers" under the DMA, given their ability to shape user experiences and content distribution.
Concerns Over Virtual Assistants and Regulatory Gaps
The letter also highlights worries about virtual assistants like Amazon Alexa and Apple Siri, noting OpenAI's entry into the segment with its beta feature, Tasks for ChatGPT. Currently, the European Commission has not classified any virtual assistants as gatekeepers under the DMA.
Broadcasters warned that this oversight creates a regulatory void, allowing powerful AI assistants to act as de facto gatekeepers for media content across devices such as mobile phones, smart speakers, and in-car infotainment systems, without adhering to DMA obligations.
Urgent Appeals for Qualitative Assessment
ACT urged Ribera to apply DMA rules to smart TVs and virtual assistants based on qualitative criteria, even if they do not meet the quantitative thresholds of over 45 million monthly active users and €75 billion in market capitalization. This approach would ensure comprehensive oversight to promote fairness and contestability in the market.
Additional signatories to the letter include the Association of European Radios, European Broadcasting Union, egta, Confindustria Radio Televisioni, UTECA, and Verband Österreichischer Privatsender.
Response from Authorities and Tech Companies
The European Commission has acknowledged receipt of the letter and is currently reviewing the matter. However, Google, Amazon, Apple, and Samsung have not yet provided immediate comments on the issue.
This development marks a pivotal moment in the ongoing debate over technology regulation in Europe, as broadcasters seek to level the playing field against the growing dominance of tech giants in the digital entertainment landscape.
