Omdia Vizio ($VZIO) and Amazon FireTV Gain Traction in North America TV Market
LONDON, July 09, 2025 -- New data from Omdia has unveiled significant growth for two prominent TV operating system platforms in the North American market during the first quarter of 2025. Vizio CastOS has demonstrated remarkable momentum, shipping 1.2 million units, which reflects a year-over-year (YoY) increase of 40.4%. Similarly, Amazon FireTV sets also saw growth, rising by 21.5% YoY to match the 1.2 million unit mark.
Overall, North American TV set shipments totaled 9.8 million units, translating to a modest 0.55% YoY increase. On a global scale, TV set shipments rose by 2.4% YoY, reaching 47.5 million units, with Latin America leading the charge at a growth rate of 9.17% YoY, followed by China at 3.25% YoY.
According to Omdia's latest TV Design and Features Tracker - Forecast - 1Q25, the competitive landscape in the TV market is increasingly defined by not only hardware features but also the rivalry between operating system platforms. The North American landscape is distinct, as major retailers are investing heavily in owning and controlling TV operating systems.
Retail giants such as Amazon and Walmart view TV OS platforms as strategic assets to deliver targeted advertising directly into consumers’ homes, thereby enhancing e-commerce sales on their platforms. Walmart's acquisition of Vizio, announced in February 2024 and finalized in December of the same year, has set the stage for aggressive sales expansion of Vizio TVs. Recently, Walmart declared plans to integrate the VIZIO operating system into its onn TVs.
Omdia projects that Vizio CastOS will grow by 25.8% YoY throughout 2025, aiming for 6.0 million units, an increase from 4.8 million in 2024. Patrick Horner, Practice Leader for TV Set Research at Omdia, stated, "We anticipate that Vizio CastOS will secure a 12.0% unit share of the North American market by the end of 2025, up from 9.7% in 2024. Meanwhile, Amazon FireTV is expected to maintain a slight lead with a projected 12.6% market share, increasing from 12.3% in 2024."
In 1Q25, the average selling price of Vizio TVs fell by 9.6% to $227, down from $251 in 1Q24. Contrastingly, the overall average selling price for TVs in North America rose by 2.0%, increasing from $401 in 1Q24 to $409 in 1Q25. With 29% of U.S. TV consumers ranking price as the most crucial factor when purchasing a TV, Walmart's value-driven strategy is effectively utilizing price leadership to boost Vizio CastOS's unit share.
Horner elaborated, "Retailer-owned TV brands are starting to challenge traditional TV manufacturers within the value-priced $200-300 segment. Walmart’s Onn brand and Vizio TVs are becoming increasingly competitive, applying pressure on long-established market players. Meanwhile, Chinese manufacturers like TCL and Hisense are shifting focus towards premium segments priced at $1,000 and above, ramping up mass production of large LCD TV sets enhanced with technologies such as Mini-LED backlights and quantum dots, ensuring superior picture quality."
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