Titan Working System S.L. introduced on July 1, 2025, that every one 2025 Philips TVs powered by Titan OS will function a devoted Viaplay-branded hotkey on their distant controls. The Barcelona-based know-how firm confirmed the partnership will allow viewers throughout the Nordics and the Netherlands to entry Viaplay’s streaming catalogue with a single button press.
The devoted distant management button gives instantaneous entry to Viaplay’s content material library, together with Components 1, Premier League soccer, PDC Darts, Nordic dramas, worldwide movies, and collection. Based on the announcement, customers can navigate on to the streaming platform with out further menu navigation or app launching procedures.
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Abstract
Who: Titan Working System S.L., Viaplay Group, and Philips collaborated on the hotkey integration. Rick Fens, SVP Enterprise Improvement at Titan OS, and Philip Wågnert, EVP & Chief Know-how and Product Officer at Viaplay Group, represented their corporations within the announcement.
What: All 2025 Philips TVs powered by Titan OS now function a devoted Viaplay-branded hotkey on their distant controls, offering one-click entry to Viaplay’s streaming content material together with sports activities, dramas, movies, and collection.
When: The partnership was introduced on July 1, 2025, with the 2025 Philips TV vary that includes the Viaplay hotkey turning into accessible throughout retail channels instantly following the announcement.
The place: The mixing covers the Nordics and the Netherlands, the place Viaplay operates its streaming companies. Titan OS is headquartered in Barcelona with further workplaces in Amsterdam and Taipei.
Why: The partnership goals to scale back friction between viewers and content material entry whereas offering Viaplay with assured visibility on Titan OS-powered gadgets. The mixing helps Titan OS’s technique of enhancing content material discovery by hardware-level options moderately than software program enhancements alone.
“We’re thrilled to increase our collaboration with Viaplay and Philips, delivering a seamless and intuitive leisure expertise,” stated Rick Fens, SVP Enterprise Improvement at Titan OS. The partnership builds on Titan OS’s present relationships with content material suppliers and {hardware} producers throughout European markets.
Philips TVs outfitted with Titan OS working system now embrace the Viaplay hotkey as a normal function throughout the 2025 mannequin vary. The implementation covers retail channels within the Nordics and the Netherlands, the place Viaplay maintains streaming operations. Based on the businesses, the combination reduces friction between viewers and content material entry by hardware-level integration.
Philip Wågnert, EVP & Chief Know-how and Product Officer at Viaplay Group, emphasised the technical benefits of the partnership. “Due to this partnership and integration, customers can now entry Viaplay’s world-class sports activities—together with the Premier League, UEFA Champions League and Components 1—alongside regionally related and fascinating tales and leisure, all from their Philips TV distant,” Wågnert said.
Technical integration particulars
The hotkey implementation operates by direct OS-level integration moderately than utility shortcuts. This method ensures constant efficiency and reduces loading occasions in comparison with conventional app-based entry strategies. The button triggers fast platform launch, bypassing commonplace sensible TV interface navigation.
Titan OS has positioned itself as an unbiased working system different within the sensible TV market. The company launched commercially in January 2024, concentrating on producers in search of options to established platforms from Roku, Google, and Amazon. The Barcelona-headquartered firm operates further workplaces in Amsterdam and Taipei.
The working system presently powers sensible TV gadgets from producers together with Philips, AOC, and JVC throughout European and Latin American markets. Titan OS has established partnerships with media companies together with CNN, FIFA+, Euronews, Bloomberg, and Sony Photos Leisure to supply content material by its platform.
Strategic context for advertising professionals
This hardware-level integration represents a major growth in linked TV promoting infrastructure. Titan OS operates its own advertising marketplace, Titan Ads, which mixes sensible TV stock with retail knowledge concentrating on capabilities. The platform reaches over 30 million streaming households throughout Europe by strategic partnerships with TV producers and content material suppliers.
The Viaplay integration demonstrates how content material suppliers can safe distinguished placement by direct OS partnerships moderately than competing for visibility inside app ecosystems. Conventional sensible TV interfaces require customers to navigate by a number of menu layers or search capabilities to entry particular streaming companies. {Hardware} buttons remove these steps solely.
Connected TV advertising has become increasingly important for European marketers, notably as viewership shifts from conventional broadcasting to streaming platforms. Titan OS’s method differs from bigger rivals by providing content material suppliers and advertisers extra direct entry to viewing knowledge and stock management.
The partnership timing coincides with intensifying competitors within the sensible TV working system market. Major advertising technology companies including The Trade Desk have announced plans to develop their own TV operating systems, doubtlessly reshaping the linked TV promoting panorama over the following a number of years.
Market positioning and enlargement plans
Titan OS has pursued a content-forward technique since its industrial launch. The corporate emphasizes partnerships with streaming companies and broadcasters moderately than competing immediately with content material creation. This method positions Titan OS as a impartial platform supplier, doubtlessly enticing to content material corporations in search of options to tech giants with competing streaming pursuits.
The company has secured partnerships with major European broadcasters together with TV 2 in Norway and has built-in retail media capabilities by collaborations with know-how corporations like Equativ. These partnerships allow superior promoting concentrating on based mostly on viewing habits and buy knowledge.
Viaplay Group operates streaming companies throughout Nordic international locations and the Netherlands, providing premium stay sports activities, native content material, and worldwide programming. The corporate has centered on securing unique sports activities rights together with Components 1, Premier League, and UEFA Champions League content material to distinguish its service from competing platforms.
The 2025 Philips TV vary that includes the Viaplay hotkey grew to become accessible throughout retail channels within the Nordics and the Netherlands following the July 1 announcement. Neither firm disclosed particular gross sales projections or market penetration targets for the built-in gadgets.
Titan OS continues to increase its {hardware} partnerships and content material relationships throughout European markets. The corporate’s unbiased positioning permits it to work with a number of streaming companies and broadcasters with out direct content material conflicts, doubtlessly enabling comparable hotkey preparations with further content material suppliers.
The partnership represents Titan OS’s technique of enhancing content material discovery by {hardware} integration moderately than software program enhancements alone. Based on the corporate, this method goals to scale back boundaries between viewers and content material whereas offering content material companions with assured visibility and entry.
Business observers word that hardware-level integration gives content material corporations with vital benefits over app-based distribution. Customers sometimes entry hotkey companies extra regularly than functions requiring handbook navigation, doubtlessly growing viewership and engagement metrics for content material suppliers.
Technical specs and implementation
The Viaplay hotkey operates independently of web connectivity throughout the preliminary button press, launching the app regionally earlier than establishing streaming connections. This design reduces perceived loading occasions and gives constant consumer expertise no matter community circumstances at startup.
Titan OS has built-in the hotkey performance throughout all 2025 Philips TV fashions powered by its working system. The implementation contains each premium and mid-range tv fashions, making certain broad market protection throughout totally different worth segments.
The businesses haven’t disclosed particular technical necessities for the hotkey integration past the Titan OS platform requirement. The implementation seems to make the most of commonplace distant management protocols moderately than requiring specialised {hardware} parts.
Viaplay’s content material supply by the hotkey maintains the platform’s commonplace streaming high quality and have set. Customers accessing the service by the devoted button obtain an identical performance in comparison with conventional app-based entry strategies.
The partnership extends Titan OS’s content material integration capabilities past conventional app distribution. The corporate has positioned these hardware-level integrations as a key differentiator in comparison with bigger working system suppliers that sometimes depend on app ecosystem approaches.
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