March 27, 2025

Major milestone: HbbTV reaches 100 million homes in Europe

Geneva, 27 March 2025 – The HbbTV standard has reached a significant milestone in 2025 with over 100 million households in Europe now having at least one TV set supporting the technology. This was announced today by the HbbTV Association, based on market estimates by research company Dataxis.

The number of HbbTV households will continue to rise, reaching 108 million by the end of 2025, up from 97 million in 2024, according to Dataxis’ market forecast. Looking further ahead, the company predicts the total to surpass 120 million in 2026, demonstrating the widespread adoption and growing importance of HbbTV in the evolving television landscape. These figures exclude Russia and Turkey.

“Reaching 100 million homes with HbbTV-compliant TV sets in Europe is a testament to the strength and relevance of the open HbbTV standard. This achievement underscores the entire industry’s commitment to delivering innovative TV services to consumers in a harmonised manner. The mature, stable and proven standard offers broadcasters, advertisers and technology providers new opportunities in the connected TV ecosystem. We look forward to seeing further growth and adoption,” said Vincent Grivet, Chair of the HbbTV Association.

The rapid adoption of HbbTV is reflected in past and projected figures. In 2020, there were 60 million HbbTV households in Europe, accounting for 25.9% penetration out of 231 million total households. By 2024, penetration rose to 41.3%, with 97 million HbbTV households out of 236 million total households. This year, penetration is expected to reach 45.8%, and by 2026, the milestone of 50% penetration will be surpassed, with 120 million households anticipated to have HbbTV-compliant TV sets.

The HbbTV standard, which is supported by all major TV manufacturers, has been playing a crucial role in enhancing the TV viewing experience by enabling content discovery, interactive services, hybrid content delivery and improved accessibility since its introduction in 2010. As the market continues to expand, broadcasters, platform operators and content providers are increasingly leveraging HbbTV to offer enhanced viewer engagement, addressable advertising and enriched content experiences.