EU Broadcasters Demand Stricter Rules for Big Tech’s Smart TV Dominance
The world’s largest broadcasters are escalating their fight against tech giants Google, Amazon, Apple and Samsung, urging the European Union to apply its toughest regulations to smart TVs and voice assistants. A letter from the Association of Commercial Television and Video on Demand Services in Europe (ACT) – representing Canal+, RTL, Mediaset, ITV, Paramount+, NBCUniversal, Walt Disney, Warner Bros Discovery, Sky and TF1 Groupe – argues these companies are acting as “gatekeepers,” controlling access to content and unfairly influencing what viewers observe.
The “Gatekeeper” Problem: How Tech Companies Control Your Viewing Experience
The core concern revolves around the operating systems powering modern smart TVs, such as Google TV and Amazon’s Fire TV. These platforms don’t just deliver content; they curate it. Their recommendation systems and search functions can prioritize certain programs and services over others, potentially stifling competition and limiting consumer choice.
“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 wrote in a letter to the EU’s antitrust chief, Teresa Ribera.
Digital Markets Act (DMA) as a Potential Solution
Broadcasters are calling for these TV operating systems to be designated as “gatekeepers” under the EU’s Digital Markets Act (DMA). The DMA, which came into force in 2023, aims to curb the power of large technology companies, promote competition, and expand consumer choice. Designating these platforms as gatekeepers would subject them to stricter rules and oversight.
The push for DMA enforcement comes as the EU intensifies its scrutiny of US tech companies. In February, the EU threatened action against Meta for blocking rival AI chatbots from WhatsApp, citing abuse of its dominant market position. A decision regarding Google’s search engine and its compliance with the DMA is also expected soon.
Escalating Tensions with the US
This regulatory pressure from Europe is not happening in a vacuum. It’s occurring amidst heightened tension with the US administration, which has accused the EU of “discriminatory” practices against American companies. The US recently imposed sanctions on a former European commissioner, Thierry Breton, accusing him of censorship, a move widely seen as retaliation for European tech regulation.
Market Share Shifts Favoring Big Tech
Data presented by ACT highlights the growing dominance of these platforms. A 2025 market study showed Android TV increased its market share from 16% to 23% between 2019 and 2024, while Amazon Fire OS rose from 5% to 12% in the same period. Samsung’s Tizen OS currently holds around 24% of the market.
What Does This Mean for Consumers?
The outcome of this regulatory battle could significantly impact how consumers access and discover content. Stricter rules could lead to more unbiased recommendations, greater transparency in search results, and increased competition among streaming services. However, it could also potentially lead to changes in the user experience or the availability of certain features.
FAQ
Q: What is the Digital Markets Act (DMA)?
A: The DMA is an EU law designed to limit the power of large tech companies and promote competition in digital markets.
Q: Which companies are involved in this dispute?
A: Google, Amazon, Apple, Samsung, and the major European broadcasters are the key players.
Q: What are broadcasters hoping to achieve?
A: They want to ensure fair access to audiences and prevent tech companies from unfairly prioritizing their own content.
Q: What is the current status of the EU’s investigation into Google?
A: The EU antitrust chief, Teresa Ribera, said a decision is coming soon on whether Google’s search engine is breaking the DMA.
Did you know? The EU has been increasingly assertive in regulating US tech companies in recent years, levying billions in fines for antitrust violations.
Pro Tip: Stay informed about the latest developments in digital regulation to understand how it might impact your access to online content and services.
Want to learn more about the evolving landscape of digital regulation? Explore our other articles on EU antitrust law and the Digital Markets Act.
