EU Broadcasters Target Alphabet, Amazon, Apple Over Smart TV and AI Control

Europe’s top media firms are asking regulators to take a closer look at how Big Tech controls access to content. This is according to a Reuters report. In a new letter to the European Commission, major broadcasters said smart TV systems and AI assistants now play a key role in how users find and watch media.

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The group includes companies such as Walt Disney DIS +0.31% ▲ , Comcast’s NBCUniversal CMCSA +0.14% ▲ , and Warner Bros. Discovery WBD -0.76% ▼ . They argue that firms like Alphabet GOOGL -2.00% ▼ , Amazon AMZN -1.62% ▼ , Apple AAPL -0.39% ▼ , and Samsung SSNLF +54.05% ▲ are gaining too much control over content delivery through their platforms.

Smart TVs Gain Power Over Content Access

At the center of the issue are smart TV operating systems. These include Google’s Android TV, Amazon’s Fire OS, and Samsung’s Tizen. Over time, these systems have grown their share of the global market.

According to the broadcasters, Android TV’s market share rose from 16% to 23% between 2019 and 2024. Amazon’s Fire OS grew from 5% to 12%, while Samsung’s Tizen now holds about 24%.

As a result, these platforms now act as key gateways between viewers and content. The broadcasters said that “a limited number of operators are therefore gaining growing ability to shape outcomes for millions of users and businesses.”

They also warned that platform owners may favor their own apps or limit how users move between services. This could affect how media firms reach their audiences and how users discover content.

AI Assistants Raise New Concerns

At the same time, broadcasters are raising concerns about AI assistants such as Amazon’s Alexa and Apple’s Siri. These tools are becoming more common across phones, speakers, and cars.

However, the European Union has not yet classified these assistants under the Digital Markets Act. That law is meant to limit the power of large tech firms and support fair competition.

Broadcasters say this creates a gap. They noted that “the lack of designation of virtual assistants creates a regulatory void,” which allows these tools to act as gatekeepers without oversight.

In simple terms, as more users rely on voice commands, AI systems may decide which content gets played first. This shift could reduce direct access between media firms and their audiences.

What It Means for Investors

For investors, this issue points to a wider trend. Control is moving from content creators to the platforms and systems that deliver content.

If regulators expand the rules, companies like Alphabet, Amazon, and Apple may face new limits on how they promote their own services. On the other hand, media firms could gain more equal access to viewers.

In the near term, the outcome depends on how the European Commission applies its rules. Still, the debate shows how fast AI and platform tech are changing the media market.

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