Your smart TV might look like a simple screen for entertainment, but a bigger battle is playing out behind it.
Major broadcasters like Disney, NBCUniversal, and Warner Bros Discovery are now pushing European regulators to rein in tech giants like Google, Apple, Amazon, and Samsung over how content is controlled and delivered.
According to Reuters, the companies have approached EU antitrust authorities, asking for smart TVs and set-top boxes to be regulated under the Digital Markets Act (DMA). This law is designed to limit the power of large platforms (or so-called gatekeepers) that control access to users and markets.
Why broadcasters say your TV is now controlled by gatekeepers
Broadcasters argue that smart TV platforms and operating systems are no longer neutral. They decide which apps you see, how content is promoted, and how easily you can access services.
That is why they want these platforms classified as gatekeepers under the DMA. If approved, this would force companies like Google and Apple to follow stricter rules around fairness and competition.
The concern is clear in their statement. “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,” the group said.
The lobbying group points to growing dominance in smart TV OS. Samsung’s Tizen TV platform leads with a 24% market share, followed by Android TV at 23%, and Amazon’s Fire TV OS at 13%, according to industry group data.
Which companies are involved and why this matters
The push comes from a wide group of broadcasters, including Canal+, Disney, ITV, NBCUniversal, Paramount+, RTL, Sky, TF1 Groupe, and Warner Bros Discovery. Together, they represent a significant share of Europe’s media landscape and reach millions of viewers.
These companies rely on smart TV platforms to distribute their content, but they argue that control is shifting toward the platform owners. This can affect visibility, app placement, and even how revenue is shared.
Tech companies, on the other hand, position their platforms as tools that simplify access and improve your viewing experience.
The argument also stems from an ongoing power struggle between broadcasters and platforms, highlighted by Disney’s recent dispute with YouTube TV that led to a three week blackout in November 2025.
If regulators step in, your smart TV could work differently in the future, with more rules on how content is surfaced and who controls what you see.
