Philips has made a significant shift in its smart TV lineup, dropping Google TV from all its models starting with the 2026 range and switching to Titan OS. The move marks a structural change, handing over control of one of Europe’s best-known brands to Barcelona-based operating system, Titan Operating System, S.L.
The transition is expected to impact Google’s connected TV advertising ecosystem, as Philips will now receive more favorable revenue-sharing terms for its devices. According to reports, Philips has direct input on Titan OS design and features, which is not available under Google TV.
Titan OS operates a web-based app approach, reducing hardware requirements compared to native application installations. The platform provides security updates for 10 years per device and supports major streaming services like Netflix, YouTube, and Disney+. However, it does not support Google Cast or Spotify as of the 2026 lineup announcement.
Titan OS was launched in January 2024 by Barcelona-based company Titan Operating System, S.L., with a focus on changing how people discover content and connect with audiences on connected TVs. The platform has since gained traction through partnerships with TV manufacturers like TP Vision, which enables Titan OS to launch on Philips and AOC-branded televisions across Europe and Latin America.
The switch reflects a broader trend in the smart TV industry where hardware manufacturers seek more control over software stacks and larger portions of recurring advertising revenue generated by their devices. The decision also carries consequences for advertisers and marketers who rely on Google’s CTV advertising stack to reach European audiences.
Source: https://ppc.land/philips-drops-google-tv-for-titan-os-on-all-2026-models-what-it-means-for-ctv-ads