EU broadcasters seek DMA rules for Big Tech smart TVs

A coalition of the world's leading broadcasters has called upon the European Union to expand its stringent digital regulations to include smart televisions and virtual assistants. The group, representing major media entities, argues that the growing market influence of Alphabet Inc., Amazon.com, Inc., Apple Inc., and Samsung Electronics Co., Ltd. requires oversight to ensure fair competition and consumer choice. The appeal was directed to antitrust chief Teresa Ribera by the Association of Commercial Television and Video on Demand Services in Europe (ACT), whose membership includes Canal+ S.A., ITV plc, MEDIASET ESPANA COMUNICACION, The Walt Disney Company, and Warner Bros. Discovery, Inc.. The broadcasters expressed concern that tech giants are increasingly encroaching on the media industry by controlling the operating systems that deliver content to audiences.Data from a 2025 market study highlights the shifting landscape of television operating systems. Alphabet's Android TV saw its market share climb from 16% to 23% between 2019 and 2024, while Amazon Fire OS grew from 5% to 12% in the same period. Samsung's Tizen OS remains a dominant player with a 24% market share. The ACT argues that these platforms should be designated as gatekeepers under the Digital Markets Act (DMA), a regulatory framework established in 2023 to curb the power of major tech firms. > "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," ACT stated in a letter to Ribera.The broadcasters warned that Big Tech rivals have significant incentives to keep users within their proprietary ecosystems, potentially restricting the ability of consumers to link or redirect between different media applications. > "It is crucial that the Commission designate major TV operating systems as gatekeepers and ensure adequate oversight to guarantee fairness and contestability," the coalition added.The lobbying group also raised alarms regarding virtual assistants, such as Amazon's Alexa and Apple's Siri, as well as newer AI-driven tools like OpenAI's ChatGPT. They noted that the European Commission has yet to label any virtual assistants as gatekeepers, which they believe creates a dangerous regulatory gap. > "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," the broadcasters said.The coalition urged the Commission to apply the DMA to these technologies based on qualitative criteria, even if they do not currently meet the quantitative thresholds of 45 million monthly active users and a 75 billion euro market capitalization. Other signatories to the letter include the Association of European Radios and the European Broadcasting Union.