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This report benchmarks the capabilities of each player's connected TV platform (for content providers and consumers), highlights the expansion strategies of key players, and examines the potential industry challengers.


  • Advertising fees for content providers among the connected TV platforms vary. For example, Fire TV takes a 30% ad inventory fee, Roku has a similar 30% fee or a revenue share option, and Android TV doesn’t have any ad fee.
  • While all are shifting to a presence in smart TVs, Amazon, Google, and Roku are at different levels of maturity in the media streamers market.
  • Samsung, LG, and Apple, among others, are best positioned to grab connected TV OS share from these media streamer turned smart TV players. Apple looks to be the closest to giving up on the TV device race, however.

Features and Benefits

  • Evaluates and outlines each vendor's current positioning and five-year connected TV strategy.
  • Compares the benefits of each platform for content providers (e.g., payment timelines, ease of app creation) and for consumers (e.g., voice availability, content reach).
  • Evaluates each vendor's connected TV SWOT position.
  • Assesses the positioning of current (Samsung, Apple) and potential connected TV (Netflix, Facebook) industry players.
  • Discusses potential connected TV partnership and investment opportunities for operators.

Key questions answered

  • How will Amazon, Google, and Roku expand their connected TV presence through 2025?
  • How does each platform compare in feature sets for content providers, developers, and consumers?
  • How should content providers prioritize development and investment in each connected TV platform?
  • What are the key connected TV opportunities and threats that each vendor needs to consider?
  • How will the connected TV advertising market grow in the next 5 years?

Table of contents


  • Introduction
  • Download 1: The Future of Connected TV: Strategies and Platforms of Amazon, Google, and Roku