Samsung’s Tizen is the most popular smart TV platform in Europe

Samsung smart TV with Tizen
(Image credit: Samsung)

According to a new report from Conviva,  Samsung’s Tizen was the most popular TV platform in Europe during the second quarter of 2021, accounting for 19% of total big screen viewing time across the region. In a fragmented marketplace, Google’s Chromecast was the second most used service, at 12%, while rival smart TV manufacturer LG came in close behind with a 10% share, a figure matched by Google's Android TV.

Across the pond, there was far less brand diversity as Roku dominated the North American market with a 38% share of viewing time, followed by Amazon Fire TV at 21% and Samsung TV at 10%. 

The report – which looks at the first half of 2021 – shows that, even as viewers worldwide start to return to a more mobile way of life, streaming numbers have continued to grow, particularly on smart TVs – albeit at more modest rates than during the pandemic media boom.

Overall, video streaming grew worldwide by 13% year-on-year in Q2 of 2021, with big screens accounting for a massive 73% of viewing time, up from 55% in 2019. They were followed by phones (11%), PCs (10%) and tablets (5%). 

Roku maintained a strong global foothold with a 31% total share of big-screen viewing time, though this figure is down from 43% in 2019.

As smart TVs continued to grow in popularity, it was LG TVs that saw the biggest global improvement, with an increase of 50%. Competitors such as Vizio (up 43%) Android TV (40%) and Samsung TV (36%) also all saw steady increases.

At the other end of the scale, Apple TV joined PlayStation and Xbox with year-on-year declines in viewing time of 6%, 17% and 21%, respectively.


Samsung's 2021 TV line-up: Everything you need to know

Best Netflix alternatives: streaming services for serious film fans

Best films to watch on Netflix right now

Best Roku TV and Roku stick deals

Mary is a staff writer at What Hi-Fi? and has over a decade of experience working as a sound engineer mixing live events, music and theatre. Her mixing credits include productions at The National Theatre and in the West End, as well as original musicals composed by Mark Knopfler, Tori Amos, Guy Chambers, Howard Goodall and Dan Gillespie Sells. 

  • bristollinnet
    I may be a pedant, but popular means well-liked, not most used. Tizen is pretty average at best.