This presentation explores the innovative Smart TV hardware/OS/retail alliances that are being formed in the U.S. to maximise Smart TV’s share of television ad budget as viewers migrate to streaming. In one instance, a hardware/OS provider sells its televisions exclusively through a major retailer, and the two companies have a data alliance to improve ad targeting and measurement. You will hear how some Smart TV OS/platform providers are making enough after-sale advertising and viewing data revenues to sell subsidised or at-cost hardware, further increasing penetration for their OS-based ecosystem. Omdia argues that Smart TV success can now be counted in hours of post-sale attention rather than just units shipped, and that this reality, and the new advertising-driven business models, will become noticeable in English-speaking markets (beyond the USA) and Western Europe by 2026.