As streaming continues to mature worldwide, smart TV platforms are placing greater emphasis on improving the viewer experience. Denis Oštir, senior director and editor in chief at V, says the industry is entering a period of consolidation that will ultimately simplify the streaming landscape for consumers. He believes connected TV should no longer be viewed as separate from traditional television, emphasizing that audiences expect the same high-quality viewing experience regardless of how content reaches the screen.
Oštir says the next major opportunity lies in improving content discovery. As viewers spend more time searching than watching, platforms must deliver faster, more intuitive navigation powered by AI-driven recommendations and voice technology. VIDAA's smart TV operating system is designed around speed, openness, and collaboration, supporting hundreds of TV brands worldwide while working closely with advertisers, content providers, and platform partners. As the company expands its presence in the United States, it aims to deliver a streamlined, content-first experience for connected TV audiences.