CTV market to hit 4.2 billion devices by 2030 - report

The report finds that while Android-based platforms will account for nearly two-thirds of this expansion, the ecosystem is fracturing, with new OS contenders carving out regional footholds and formerly dominant platforms entering decline.

It added that Android TV, Google’s flagship video platform, will expand dramatically, powered by a wave integrations and sustained retail adoption. “But cracks are showing, with Chromecast OS is set to vanish entirely by the end of the forecast, and unlicensed AOSP forks are losing favour amid rising content security demands,” the report said.

Meanwhile, Rethink noted that HarmonyOS (a forked Android variant developed by Huawei) has quietly built a domestic empire in China, projected to reach 932 million units globally by 2030.

The report also asserts that RDK, once heralded as the open-source answer to Android’s dominance, will see its global installed base peak during the period, before contracting to 66.5 million. Its legacy in North American cable deployments is fading, and international traction remains sporadic.

Annual smart TV sales are expected to continue to drive growth, climbing to 3.76 billion in 2030, while CTV device sales will decline slightly to 440 million, reflecting a shift toward integrated experiences.