Walmart's Revolution in the TV Market with CastOS

Walmart's Acquisition of Vizio and the Rise of CastOS

Walmart’s acquisition of Vizio and the implementation of its own operating system under the Onn. TV brand is set to pave the way for CastOS to become the largest operating system in North America. According to a new analysis by Omdia, CastOS shipments are expected to rise from 6.5 million units in 2025 to 15 million units by 2029. This sharp increase will allow it to surpass platforms like Roku, Tizen, and FireTV.

Walmart’s decision to transition the operating system of its Onn. TV brand from Roku to CastOS is a key reason for this growth. This transition, expected to occur within the next year, will give Walmart the opportunity to advertise directly to customers through its owned platform and enhance its e-commerce performance.

Matthew Rubin, the Lead Analyst for TV Set Research at Omdia, stated, “Walmart’s decision to unify its TV platforms will not only provide it with advertising revenue and increased sales but also offer a more effective competitive edge against Amazon to promote its new services.”

Roku is expected to lose shipment volume as a result of the change in the pre-loaded operating system on Onn. TVs. This situation may compel Roku to reevaluate its international growth strategy.

Globally, the Android operating system is expected to maintain its leadership throughout the forecasting period, with its market share projected to drop from 42% in 2025 to 39% in 2029. However, as this encompasses various platform groups, it does not have a unified impact as much as other systems. Tizen’s market share is also expected to decrease from 17% to 16%.

Among the fastest-growing TV operating systems outside of CastOS, Vidaa will lead the way, increasing its market share from 6% to 8%. Additionally, Amazon's Fire TV is expected to rise from 4% to over 5%.

While the Android platform outside of China holds a lower market share, it will remain the most dominant platform at 32%. Titan is also anticipated to grow; Omdia's latest projection reveals that the crowded operating system market, particularly in Europe, presents expansion opportunities. Retailers and platform providers based in Europe are advised to closely monitor developments in North America.