Xperi is steadily building momentum with its TiVo One advanced advertising platform, reporting it now reaches 2.5 million monthly active users (MAUs). The growth comes as the company expands its connected TV (CTV) footprint across Europe and improves its TiVo IPTV system in the United States. The California-based tech company is betting big on its TiVo TV Operating System (TVOS) to carve out a space in a highly competitive market dominated by giants like Roku, Google, Amazon, and Samsung. Xperi said that Sharp TVs powered by the TiVo OS have finally launched in the U.S., marking a key step forward for its smart TV strategy. Another TV brand is also expected to roll out the platform domestically later this year, though the company has not disclosed the name yet.
Jon Kirchner, CEO, Xperi, said, “Deployment of the TiVo TVOS is still in its early days.”
The company is taking a long-term view as it tries to scale the platform. In Europe, the company has seen stronger traction with its smart TV rollout, helping to boost the user base of its TiVo One platform, which is designed to deliver targeted advertising and personalized content recommendations. Meanwhile, in the U.S., Xperi is updating software across its 2.75 million IPTV subscriber households, turning more users into active participants on the TiVo One platform by delivering “video over broadband” services.
TiVo One is a central part of Xperi’s monetization strategy, combining ad tech with user engagement features. By integrating smart TV and IPTV users under one advertising umbrella, Xperi is building a unified ecosystem for marketers and viewers alike. The company has set ambitious goals. It hopes to double its MAUs to 5 million by the end of 2025, and aims to reach 7 million users in 2026. That’s a steep climb, especially given the entrenched competition from dominant streaming OS platforms in the U.S. Xperi’s challenge is not just technical it’s strategic. The CTV landscape is already saturated, and consumers are familiar with ecosystems like Roku or Google TV. Breaking that cycle and encouraging households to switch to or adopt a newer platform like TiVo OS will take time and targeted value.
But there are a few advantages Xperi can leverage. Unlike ad-free environments, TiVo One is built for advertising. It helps brands tap into viewership insights while offering users content discovery tools that enhance engagement. For smart TV OEMs, this pitch may be attractive as an alternative to licensing Roku or Android TV platforms.
Jon Kirchner, CEO, Xperi, said, “TiVo One is about delivering smart, relevant advertising while improving the user experience.”
Still, the pressure is on. Xperi must show steady user growth and engagement across its U.S. and European markets to prove its platform can compete. That also means convincing more OEM partners to adopt TiVo OS, expanding distribution, and building a strong base of recurring viewers. For now, the company’s roadmap is clear: continue rolling out smart TVs with TiVo OS, improve the IPTV experience, and convert more users into monthly actives on TiVo One. If successful, Xperi could establish itself as a serious player in the CTV and ad-tech space though the road ahead won’t be easy. As more updates roll out across its platforms, all eyes will be on whether Xperi can sustain this growth and meet its targets over the next two years.