Hisense-backed VIDAA joins the battle for CTV revenues with VIDAA Free

Competition between Smart TV operating systems (OS) entered a new phase this week with the news that Hisense-backed OS VIDAA has launched VIDAA Free in the US. The move follows recent expansion by LG’s webOS and Samsung’s Tizen OS.

The fast-growing smart TV operating system called VIDAA Free “a streaming hub of free advertising supported video” and said it is now available “on millions of connected TVs powered by VIDAA, (which is) preinstalled on most TVs manufactured by Hisense, Toshiba and more than a hundred additional TV brands”.

According to VIDAA, VIDAA Free offers a mix of VOD, live linear, and ad-supported content for free. Currently available in the US, there are plans to expand globally later this year. The company added that the launch of VIDAA Free “recognises consumers’ shift from cable TV to Connected TV (CTV) platforms and beyond subscription-based streaming services to free-to-users ad-supported linear and VOD streaming on CTV.”

VIDAA Free is launching on VIDAA’s own online video platform, based on Xstream technology from SeaChange International: “VIDAA Free marks the evolution of content consumption on Connected TVs (CTV),” said Chris Klimmer, president of SeaChange. “As video consumption shifts from cable to streaming, and beyond subscription models to ad-supported content, CTV can now be capable of meeting consumers’ demand for more video content choice and ease of use. As more premium content becomes available under advertising business models, Smart TV OS providers are becoming the primary gateway to publisher partnerships.”

“We’re excited to bring VIDAA Free to millions of CTVs worldwide and are proud to launch it on Hisense Smart TVs, the world’s leading manufacturer in terms of units shipped,” added Yaniv Gruenwald, COO of VIDAA USA. “This marks a new era of video streaming experience on Connected TVs.”

VIDAA was established in 2019 by Hisense and other investors. Currently its partners include over 100 Smart TV brands and over 400 content providers globally.