EU to Regulate Google, Amazon, Apple & Samsung Smart TVs – Broadcasters Demand Action

Broadcasters Push EU for Stricter Regulation of Big Tech in Smart TV Market

The world’s largest broadcasters are intensifying pressure on the European Union to extend its toughest tech regulations to smart TVs and virtual assistants operated by Google, Amazon, Apple, and Samsung. The move, spearheaded by the Association of Commercial Television and Video on Demand Services in Europe (ACT), reflects growing concerns that these tech giants are leveraging their control over operating systems to unfairly prioritize content and stifle competition.

In a letter to EU antitrust chief Teresa Ribera, ACT – whose members include major players like Canal+, RTL, Mediaset, ITV, Paramount+, NBCUniversal, Walt Disney, Warner Bros Discovery, Sky, and TF1 Groupe – argues that these companies are acting as “gatekeepers,” influencing what millions of users see and access. The core of the complaint centers on the recommendation systems and search functions built into platforms like Google TV and Amazon’s Fire TV, which broadcasters fear can steer viewers away from their content.

The push for stricter oversight comes as the EU is already grappling with how to regulate Big Tech. The Digital Markets Act (DMA), which came into effect in 2023, aims to curb the power of major tech companies and boost competition. Broadcasters are now arguing that smart TV operating systems should be designated as “gatekeepers” under the DMA, triggering more stringent obligations and oversight. According to a 2025 market study cited by ACT, Android TV’s market share rose from 16% to 23% between 2019 and 2024, while Amazon Fire OS increased from 5% to 12% and Samsung’s Tizen OS holds a 24% share.

This isn’t simply a matter of market share; it’s about control over distribution. “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,” ACT wrote in its letter. The concern is that these tech companies can effectively dictate which content gains visibility, potentially disadvantaging traditional broadcasters and independent content creators.

The timing of this push is also significant, occurring amidst heightened tensions between European authorities and the United States over tech regulation. Brussels is reportedly preparing to more aggressively enforce its anti-competition rules, a move that has drawn criticism from the Trump administration, which has labeled the regulations as “discriminatory” against US companies. This broader geopolitical context adds another layer of complexity to the debate.

The EU’s scrutiny of Big Tech extends beyond smart TVs. Earlier in February February 2026, the EU threatened action against Meta for allegedly blocking rival AI chatbots from its WhatsApp business platform, citing concerns about abuse of market dominance. And just this Monday, March 23, 2026, Ribera indicated a decision is forthcoming regarding whether Google’s search engine is in violation of the DMA, an investigation that began in 2024.

The escalating regulatory pressure from Europe has also prompted a response from the US. In December December 2025, the US imposed sanctions on former European Commissioner Thierry Breton, along with four other Europeans, accusing them of censorship and suppressing American viewpoints – a move widely seen as retaliation for European regulation of US tech platforms. Breton is currently challenging these sanctions, with the European Commission pledging its support.

What remains to be seen is how the EU will respond to ACT’s call for action. A designation of smart TV operating systems as gatekeepers under the DMA would have significant implications for Google, Amazon, Apple, and Samsung, potentially forcing them to open up their platforms and offer fairer access to content. The outcome of this debate will likely shape the future of television and content distribution in Europe, and could set a precedent for other regions grappling with the growing power of Big Tech.