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CES 2023: VIDAA & Hisense Plan to Disrupt the U.S. Streaming Market

VIDAA’S Smart TV OS is already the backbone of millions of Hisense TVs outside of N. America and that’s about to change in 2023.

VIDAA at CES 2023

A new Smart TV OS wouldn’t normally be very exciting news but events at CES 2023 have made us rethink that somewhat. If you have never considered any of the Hisense 4K TVs — this might be the year to give one of their Mini-LED models a serious look.

Not only has Hisense become one of the top 3 selling brands of TVs in the world, but it has become a serious player in the premium TV and UST market and our experience with their latest products in Vegas has been nothing but extremely positive. Hisense is now putting its weight behind its VIDAA Smart TV OS in the North American market and it’s a platform that has been market tested across the globe with great success.

VIDAA is a technology and innovation company whose main product is the VIDAA Smart TV OS and Content Platform. Founded in 2019 by the Hisense Group and other investors, the company was founded with the aim of building a market leading Smart TV OS and Content Platform that placed the consumer at the center of the experience.

Through the VIDAA platform, content such as movies, shows, news, and sports is made available to viewers through a user-friendly interface and a one-click-access feature.

VIDAA, the smart TV operating system today announced that it has launched its new OS focused on the U.S. market on Hisense Smart TVs, following a large-scale deployment in Latin America.

Less than three years old, VIDAA now streams an average of one billion hours of content per month in 180 countries and territories. Additionally, the fast and powerful OS supports AirPlay 2, among its powerful set of features like VIDAA voice (plus Google Voice and Alexa), VIDAA tv, a FAST service, and its mobile companion VIDAA remote.

Its growth strategy started in Europe and then to the Middle East, Australia and APAC, and, most recently, in Latin America. Over 120 OEM brands have selected VIDAA OS to power its Smart TVs. With the move into the U.S., VIDAA completes the global distribution of VIDAA in all major markets.

As a subsidiary of Hisense, VIDAA leverages the global strength of what is today the world’s #2 TV maker by units shipped and moves in lockstep with Hisense’s own ambitions of challenging the likes of Samsung and LG for market share. Hisense is riding a wave of momentum with its branded TVs increasing shipments 30% from January to October 2022 and achieving continued growth for eight consecutive months since March.

VIDAA on-screen menu with FIFA selected

This momentum, coupled with Hisense’s recent sponsorship of the 2022 FIFA World Cup, the most popular sporting event in the world with an estimated 5 billion viewers and whose final match drew 26 million people from the US alone, is another sign of their continued success and rise to global prominence.

VIDAA intends to ride this wave in the US as well but has also moved at a staggering pace to provide American audiences with more content at local and global levels. In the last 24 months it has on-boarded Disney+, Apple TV+, Peacock, Paramount+, Crackle, BET+, Amazon Music, and many other key apps for the US market, which joins Netflix, YouTube, Prime Video, Pluto TV, Xumo and others already available.

“Our relationship with Hisense is wholly unique in the CTV space, where each party takes advantage of the other’s strengths for mutual gain,” says Guy Edri, President, VIDAA. “Hisense gets a proprietary OS and content platform that performs as good or better than any other, and VIDAA benefits from being an organic component of one of the world’s largest and fastest growing TV brands.”

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It’s not only consumers who have more choice but also advertisers. VIDAA has launched Display and Video ad solutions enabling reach and targeting to these devices and viewers for the first time. Managed service display solutions are designed to help advertisers create awareness and promote consumer viewing of their programming and apps.

Each display campaign is supported with reporting to confirm ROI. Off-platform brand advertisers can execute VIDAA’s video ad solutions to extend their reach in ad breaks delivered to viewers watching VIDAA’s FAST service and within third party AVOD apps on VIDAA devices.

These ad spots are available as a managed service or programmatically via the advertiser’s preferred DSP in a deal ID set up.   

VIDAA’s growth and development, alongside its relationship with Hisense and partners all ladder up to building VIDAA to Smart TV leadership. Hisense Smart TVs #2 position in units shipped and global coverage positions VIDAA as one of the fastest growing TV OS platforms in the world.

Customers can now purchase Hisense powered by VIDAA Smart TV models in sizes 32”, 40”, 43”, 50” 55” and 65” at Best Buy, Costco and Walmart.

See more coverage of CES 2023 here →



  1. Milos

    March 17, 2023 at 12:12 am

    It doesn’t support hbomax, and it wont any time soon. Pass

  2. Faizan

    October 28, 2023 at 5:32 pm

    The Hisense H9G is a 65-inch television with excellent performance and good picture quality. Furthermore, this television comes with an attractive design and quite a number of ports. However, the display of the television has poor viewing angles.

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