EU Broadcasters Push to Regulate Apple TV, Siri Under Tough DMA Rules

Major European broadcasters are urging European Union antitrust regulators to take a closer look at smart TV platforms and virtual assistants as part of an upcoming review of the Digital Markets Act.



A coalition of broadcasting groups, including the Association of Commercial Television and Video on Demand Services in Europe, sent a formal letter to EU antitrust chief Teresa Ribera this week. The organizations argue that connected TV operating systems and virtual assistants now play a central role in how millions of users discover and access media content, giving a small number of platforms increasing control over distribution.


The broadcasters point to a market that is becoming more concentrated. Between 2019 and 2024, Android TV increased its share from 16 percent to 23 percent, Amazon Fire OS rose from 5 percent to 12 percent, and Samsung's Tizen held 24 percent. While Apple TV was not included in the market share data, the coalition warns that a limited number of operators are gaining the ability to shape outcomes by controlling access to audiences and content.

The letter also highlights how these platforms can influence competition. According to the coalition, connected TV operating systems may favor their own services, limit interoperability, and restrict linking or redirection between media apps, potentially undermining existing distribution models and cooperation across the industry.

Virtual assistants are another focus. The broadcasters say the lack of formal designation under the DMA has created a regulatory gap, allowing AI-powered assistants to act as de facto gatekeepers for media content across smartphones, smart speakers, and in-car systems.

To address these concerns, the coalition is urging the European Commission to designate these services as core platform services under the Digital Markets Act. Even if some platforms fall short of the usual quantitative thresholds, the group says regulators should apply qualitative criteria to bring them under the rules.


The regulatory push adds another layer of tension between Apple and the EU. Just last month, the European Commission ruled that Apple Ads and Apple Maps would not face gatekeeper rules due to their limited scale in the region. However, Apple remains locked in a broader dispute over its compliance with the DMA, recently accusing the bloc of using political delay tactics to justify upcoming fines.