Amazon Fire OS market share climbed from 5% in 2019 to 12% in 2024, while Android TV’s share rose to 23% and Tizen held 24%, highlighting the growing influence of smart TV operating systems in content distribution. Broadcasters also warned that virtual assistants like Amazon’s Alexa, Apple’s Siri and AI chatbots have become de facto content gatekeepers, yet remain outside DMA rules, creating a regulatory void for media distribution through voice interfaces. Gatekeeper designation would impose obligations on Amazon to ensure fair access, prevent self-preferencing and allow third-party app installations and linking, potentially reshaping its device ecosystem strategies and revenue models. The Association of Commercial Television and Video on Demand Services in Europe urged the EU competition authority to designate Amazon Fire OS as a gatekeeper under the DMA, joining calls for Google’s Android TV and Samsung’s Tizen to face stricter oversight.