Broadcasters urge EU to regulate smart TVs and virtual assistants

Europe's largest television companies are intensifying pressure on EU authorities, urging them to extend strict antitrust rules to the smart TV ecosystems and virtual assistants of tech giants like Google, Amazon, Apple, and Samsung. The initiative comes from the Association of Commercial Television and Video on Demand (ACT), which includes media heavyweights such as Canal+, RTL, and ITV. In their appeal to the EU's antitrust body, broadcasters argue that the influence of IT companies over content distribution and audience access has become excessive.

According to their data, the market positions of these technological platforms have strengthened significantly in recent years. For instance, Android TV's share grew from 16% to 23%, Amazon Fire OS increased from 5% to 12%, and Samsung Tizen reached 24%. Broadcasters contend that such systems now effectively control user access to content and should therefore fall under the scope of the Digital Markets Act.

This law, which took effect in 2023, aims to curb the power of major tech players and foster competition. However, media companies believe the current regulations fail to account for the growing role of television platforms and voice assistants. Particular concern centers on virtual assistants like Alexa and Siri. The entry of solutions from OpenAI, which could intensify competition in this area, is also noted. Yet, none of these services has been designated as a "gatekeeper" under the existing legislation.

Broadcasters warn that the lack of regulation creates a "regulatory vacuum," allowing digital assistants to essentially manage access to media content through smartphones, smart speakers, and automotive systems. In their appeal, they called on the European Commission to include smart TVs and virtual assistants within the law's framework, even if they do not formally meet the established thresholds for audience size and market capitalization. The industry argues this is necessary to preserve fair competition and prevent market monopolization.