Brussels is bracing for another showdown with Washington and Silicon Valley as Europe’s largest broadcasters are urging the European Union to tighten regulations on major tech companies—Google, Amazon, Apple, and Samsung—over their growing control of the smart TV market. The push, spearheaded by the Association of Commercial Television and Video on Demand Services in Europe (ACT), centers on concerns that these tech giants are leveraging their dominance in operating systems and voice assistants to unfairly steer viewers toward their own content, effectively acting as “gatekeepers” in the digital living room.
The stakes are high. Millions of Europeans now access television and streaming services through smart TVs powered by these tech platforms. The recommendation algorithms and search functions built into these systems have the power to significantly influence what people watch, potentially stifling competition and limiting consumer choice. This isn’t simply about convenience; it’s about the future of content distribution and the economic health of Europe’s media industry.
ACT, whose members include industry heavyweights like Canal+, RTL, Mediaset, ITV, Paramount+, NBCUniversal, Walt Disney, Warner Bros Discovery, Sky, and TF1 Groupe, formally outlined these concerns in a letter to the EU’s antitrust chief, Teresa Ribera, on March 23, 2026, as reported by Reuters. The letter specifically requests that the European Commission designate major TV operating systems as “gatekeepers” under the EU’s Digital Markets Act (DMA), triggering stricter oversight and ensuring a more level playing field.
The Gatekeeper Concerns: How Tech Companies Control the Viewing Experience
The core of the broadcasters’ argument lies in the increasing power wielded by tech companies over the entire television ecosystem. Smart TVs are no longer simply devices for displaying broadcast signals; they are sophisticated platforms with integrated operating systems—like Google TV and Amazon’s Fire TV—that control access to streaming apps, live TV, and other content. These platforms don’t just offer services; they curate the experience.
The concern isn’t necessarily that these companies are actively blocking content, but rather that their algorithms and search functions can subtly favor their own services or those of their partners. For example, a user searching for a specific show on a Google TV might find that the Google-owned YouTube is prominently featured, whereas a competing streaming service is buried further down the list. This preferential treatment, even if unintentional, can significantly impact viewership and revenue for other content providers.
“A limited number of operators are therefore gaining growing ability to shape outcomes for millions of users and businesses by controlling access to audiences and content distribution,” ACT wrote in its letter to Ribera. “It is crucial that the commission designate major TV operating systems as gatekeepers and ensure adequate oversight to guarantee fairness and contestability.”
EU’s Digital Markets Act and the Broader Tech Regulation Landscape
The DMA, which came into force in May 2023, is the EU’s flagship legislation aimed at curbing the power of large online platforms. It identifies “gatekeepers”—companies with significant market power that control access to digital services—and imposes a set of obligations designed to prevent them from abusing their position. Currently, the DMA lists Alphabet (Google’s parent company), Amazon, Apple, Meta, and Microsoft as gatekeepers, but this designation doesn’t explicitly include the operating systems powering smart TVs.
The broadcasters are arguing that this omission needs to be rectified. By designating these TV operating systems as gatekeepers, the EU could impose rules requiring them to offer fair access to all content providers, prevent self-preferencing, and allow users to easily switch between different services. This would, in theory, create a more competitive market and ensure that consumers have a wider range of choices.
This latest push comes amid a broader escalation of tensions between European regulators and US tech companies. In February 2026, the EU threatened action against Meta for allegedly blocking rival AI chatbots from accessing its WhatsApp platform, citing concerns about anti-competitive behavior. And, as the Wall Street Journal reported on March 25, 2026, EU Competition Chief Teresa Ribera indicated a decision is imminent regarding whether Google’s search engine is in violation of the DMA.
Transatlantic Friction and the US Response
The EU’s assertive stance on tech regulation has drawn criticism from the United States, particularly from the Trump administration. In December 2025, the US State Department imposed sanctions on former European Commissioner Thierry Breton and other European officials, accusing them of censorship and suppressing American viewpoints. The move was widely interpreted as retaliation for the EU’s regulatory actions against US tech giants.
The US government has repeatedly argued that the EU’s regulations are discriminatory and unfairly target American companies. This transatlantic dispute highlights the fundamental differences in approach to tech regulation, with Europe prioritizing consumer protection and competition, while the US traditionally favors a more laissez-faire approach.
Google, Amazon, Apple, and Samsung have all been contacted for comment on the broadcasters’ concerns, but have not yet issued official statements. The lack of immediate response underscores the sensitivity of the issue and the potential for a protracted legal and political battle.
What’s Next?
The European Commission is currently reviewing the ACT’s letter and is expected to announce its decision on whether to designate smart TV operating systems as gatekeepers under the DMA in the coming months. A formal investigation could follow, potentially leading to significant changes in how these platforms operate in Europe. The outcome of this process will have far-reaching implications for the future of television and streaming, shaping the competitive landscape and influencing the viewing experience for millions of consumers. The Commission is expected to release a preliminary assessment of the matter by late April 2026.
What are your thoughts on the role of big tech in shaping your viewing experience? Share your comments below and let us grasp how you think regulators should address these concerns.
