WAGING THE CTV OS WARS with Alan Wolk

May 1, 2025

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In this episode of The Media Odyssey, host Marion Ranchet welcomes Media Analyst and TVREV Co-Founder Alan Wolk for a deep dive into the ever-evolving Connected TV landscape. Marion and Alan dissect the current lull in CTV innovation, the strategic missteps of new entrants like The Trade Desk, and the rising competition among legacy OS manufacturers, big tech players, and fast-growing indie platforms like Titan and TiVo. They also explore how fast channels, contextual advertising, and shoppable TV are shaping the industry's future—and why measurement, monetization, and buyer confusion remain major hurdles. From Roku’s platform revenue power play to Amazon and Google’s growing ambitions, this candid conversation maps out the power dynamics defining the TV OS wars.

Thank you Alan for joining the pod!
https://www.linkedin.com/in/alanwolk/

For more on TVREV: https://www.linkedin.com/company/tv-r-ev/

Alan Wolk:
Alan Wolk is Co-Founder and Lead Analyst at the legendary media analyst firm TVREV. Wolk has established himself as one of the industry's most influential thought leaders, especially noted for his deep understanding of the intersection of streaming and advertising. What sets Wolk apart is his unique ability to demystify complex ideas in a manner that's easily understandable yet never oversimplified. This talent makes him a sought-after writer, speaker, and consultant, striking a rare balance between depth and accessibility
in his communications. He regularly speaks about the future of television, both at conferences and to anyone who’ll listen.

Key Takeaways:

The Trade Desk’s failed attempt to enter the TV OS space highlights just how tough it is to crack a market dominated by legacy players and bundled ecosystems.
Without consolidation, the fragmented TV OS landscape—spanning big tech, OEMs, and indie platforms—risks stalling innovation and confusing consumers.
CTV still hasn’t delivered on its promise of precision targeting, with broken measurement standards and unreliable data holding back growth.
Despite the hype, shoppable TV hasn’t taken off—because no one wants to pause a show in front of friends to buy sunglasses.
Indie OS players like TiVo, Titan, and Whale are using FAST channels and contextual ad tech to differentiate and win over TV manufacturers.

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Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

(00:00) - Introduction and Host Change
(00:54) - Welcoming the Guest: Alan Walk
(01:54) - Discussion on TV OS Wars
(02:51) - The Trade Desk's Entry into the Market
(03:17) - Challenges in the US Market
(05:12) - Sonos and the Volume Game
(05:59) - Apple's Struggles in the TV Market
(09:01) - Big Tech's Role in TV OS Wars
(11:00) - Independent OS Players
(13:42) - Content Hubs and Advertising
(17:44) - Challenges in CTV Advertising
(23:39) - Shoppable TV: Current State and Future
(26:39) - Upcoming Events and Expectations
(29:15) - Conclusion and Farewell