A coalition of European broadcasting and media organisations has called on the European Commission to broaden the scope of the Digital Markets Act (DMA) by designating connected TV operating systems and virtual assistant platforms as gatekeepers. In a joint statement addressed to Executive Vice-President Teresa Ribera, the signatories warn that current regulatory oversight no longer reflects evolving market realities.
The statement argues that connected TV ecosystems are becoming increasingly concentrated around a small number of global technology platforms. Operating systems such as Android TV, Amazon Fire OS, and Samsung’s Tizen have expanded their reach significantly in recent years, giving their operators growing influence over how content is distributed and accessed. According to the broadcasters, “a limited number of operators are gaining growing ability to shape outcomes for millions of users and businesses by controlling access to audiences and content distribution.”
This concentration raises concerns about the future viability of European broadcasters and the broader media ecosystem. Connected TV platforms now act as key intermediaries between content providers and viewers, with the ability to influence discoverability and accessibility. The organisations caution that platform operators may have both the technical capability and economic incentive to prioritise their own services or restrict interoperability. Such practices, they argue, could “adversely affect the distribution models of media providers” and limit cooperation within the sector.
The signatories also stress that regulatory treatment should not depend on the device through which services are delivered. They point to the DMA’s existing framework, which already recognises that core platform services can be provided across different devices, including televisions. A fragmented, device-specific approach, they warn, risks undermining consistent enforcement and allowing potentially harmful practices to persist in less-regulated environments.
In parallel, the statement highlights the growing importance of virtual assistants, particularly as they integrate generative AI capabilities. Despite being listed as a category of core platform services under the DMA, no virtual assistant provider has yet been designated as a gatekeeper. The organisations argue that this creates a regulatory gap, as these services increasingly act as intermediaries for accessing media content across smartphones, smart speakers, and in-car systems.
They note that the current framework may underestimate the scale and influence of virtual assistants, partly due to a narrow definition of “business users.” As drafted, the DMA primarily recognises businesses that develop virtual assistant functionalities themselves, potentially excluding a broader range of companies that depend on these platforms to reach end users. This, the statement suggests, allows platform providers to exert significant control over access and interoperability while remaining outside the scope of key obligations.
The coalition calls on the Commission to act proactively in the upcoming DMA review. It urges the designation of major connected TV and virtual assistant providers as gatekeepers, or alternatively, the launch of market investigations based on qualitative criteria where quantitative thresholds are not met. It also advocates for a broader and more technology-neutral interpretation of “business users” to ensure effective regulation.
Framing the issue as one of timing, the organisations warn that delayed intervention could allow gatekeeping positions to become entrenched. “Once gatekeepers and harmful practices become entrenched, restoring competition and consumer choice proves extremely difficult,” the statement notes. The signatories argue that the Commission now has a critical opportunity to address emerging risks before they solidify into long-term structural barriers in Europe’s digital and media markets.
Signatories (in alphabetical order)
- Associacion of Commercial Television and Video on Demand Services in Europe (ACT)
- Associacion of European Radios (AER)
- Asociace komerčních televizí (AKTV)
- Slovak Television Broadcasters’ Associa>on (ATVS)
- Asociația Română de Comunicații Audiovizuale (ARCA)
- Confindustria Radio Televisioni (CRTV)
- European Broadcasting Union (EBU)
- European associacion of television and radio sales houses (egta)
- Televisión Comercial en Abierto (UTECA)
- Verband Privater Medien (VAUNET)
- Verband Österreichischer Privatsender (VOP)