Buying a TV in 2025? Expect lower prices, more ads, and an OS war.

While Ars readers may be more wary about Google having an insider look at their data, many web users have a more accepting attitude. This opens the door for TVs to test users’ maximum tolerance for ads and tracking to deliver more relevant ads.

That said, there is a fine line.

“Companies have to be careful in … finding the line between taking advertising, especially showing ads on the home screen or whatever, and it being too much (for viewers), ” said Wolk.

One of the fastest growing advertising vehicles for TVs now and until 2025 is free, ad-supported streaming television (FAST) channels that are preloaded and earn money from targeted ads. TCL has been experimenting with what viewers will receive here. It just premiered movies made with generative AI that it hopes to fuel its PASAS business while raising cash. TCL believes that passive viewers will accept more free content, even AI-generated shows and movies. But some viewers are extremely put off by such media, and there is a risk of tarnishing the reputation of some FAST services.

OS wars

We can expect more competition from TV OS operators in 2025, including companies that have traditionally had no place in consumer hardware, such as ad tech giant The Trade Desk. However, these companies face intense competition. Ultimately, the battle of TV OSes may result in improvements around usability, content recommendations, and, for better or worse, ad targeting.

After heightened competition among TV OSes, Omdia’s Gray expects winners to begin to emerge, followed by consolidation.

“I expect the final state to be a big winner, a couple of big players, and some places offered,” he said.

Companies without a background in consumer technology will struggle to get a foothold in a crowded market, which means we don’t have to worry about companies like The Trade Desk replacing our TVs.