Power Shift: From Apps to Platforms
75% of industry executives believe that OS-level AI assistants (Samsung, LG, Google TV) will determine which shows and services appear on TV home screens.
Power is shifting from individual apps to platforms. Platform-native FAST services (Samsung TV Plus, Roku Channel) are winning.
AI as Primary Gatekeeper
AI is becoming the primary gatekeeper for content discovery:
Home screen control
OS decides what appears on TV home screen.
Search integration
Voice search returns OS-preferred results.
Recommendations
AI suggests content across all apps.
Native FAST
Platform FAST channels get premium placement.
The Home Screen Economy
Smart TV home screen is premium ad surface. YouTube, Amazon, OEMs are introducing native ads. Content without visibility here loses.
Challenge for content owners
Content without Gracenote IDs or standardized metadata is invisible at the OS level. Not the app — the OS decides what surfaces.
Metadata Requirements
OS-level discovery requires standardized, enriched metadata:
- Universal IDs — Gracenote IDs as requirement for platform integration
- Standardized schemas — common formats across all Smart TV platforms
- Rich metadata — genre, cast, ratings for AI matching
- Real-time availability — what's available where, when
EPG Service: Platform-Ready Metadata
Need platform visibility?
EPG Service provides "Gracenote Certified" compatible metadata with universal IDs for Smart TV platform integration.
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