EU Targets Big Tech TV & Voice Assistants

Major European broadcasters are calling for the European Union to designate smart TV operating systems and virtual assistants from tech giants as 'gatekeepers' under the Digital Markets Act (DMA). The Association of Commercial Television and Video on Demand Services in Europe (ACT), representing prominent broadcasters, sent a letter to EU antitrust chief Teresa Ribera on March 23, 2026. They argue that platforms like Android TV, Amazon Fire OS, and Samsung's Tizen OS, which have seen significant market share increases, should be subject to the DMA's strict regulations.

ACT voiced concerns that a few dominant operators are increasingly controlling audience access and content distribution, potentially shaping outcomes for millions of users. The group emphasized the need for the Commission to designate these major TV operating systems as gatekeepers to ensure fairness and competition. They also pointed to virtual assistants, such as Amazon's Alexa and Apple's Siri, as areas of concern, noting that their lack of gatekeeper designation creates a regulatory gap.

Broadcasters urged Ribera to consider qualifying criteria for these services, even if they don't meet the current quantitative benchmarks for gatekeepers (45 million monthly active users and 75 billion euros in market capitalization). This push aims to prevent Big Tech rivals from unfairly prioritizing their own ecosystems and restricting content distribution between media applications.