Viaplay gets dedicated hotkey on 2025 Philips TVs through Titan OS partnership
Streaming platform integration brings one-click access to Nordic content across Netherlands and Nordic markets starting July.
Titan Operating System S.L. announced on July 1, 2025, that all 2025 Philips TVs powered by Titan OS will feature a dedicated Viaplay-branded hotkey on their remote controls. The Barcelona-based technology company confirmed the partnership will enable viewers across the Nordics and the Netherlands to access Viaplay's streaming catalogue with a single button press.
The dedicated remote control button provides instant access to Viaplay's content library, including Formula 1, Premier League football, PDC Darts, Nordic dramas, international films, and series. According to the announcement, users can navigate directly to the streaming platform without additional menu navigation or app launching procedures.
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Summary
Who: Titan Operating System S.L., Viaplay Group, and Philips collaborated on the hotkey integration. Rick Fens, SVP Business Development at Titan OS, and Philip Wågnert, EVP & Chief Technology and Product Officer at Viaplay Group, represented their companies in the announcement.
What: All 2025 Philips TVs powered by Titan OS now feature a dedicated Viaplay-branded hotkey on their remote controls, providing one-click access to Viaplay's streaming content including sports, dramas, films, and series.
When: The partnership was announced on July 1, 2025, with the 2025 Philips TV range featuring the Viaplay hotkey becoming available across retail channels immediately following the announcement.
Where: The integration covers the Nordics and the Netherlands, where Viaplay operates its streaming services. Titan OS is headquartered in Barcelona with additional offices in Amsterdam and Taipei.
Why: The partnership aims to reduce friction between viewers and content access while providing Viaplay with guaranteed visibility on Titan OS-powered devices. The integration supports Titan OS's strategy of enhancing content discovery through hardware-level features rather than software improvements alone.
"We're thrilled to expand our collaboration with Viaplay and Philips, delivering a seamless and intuitive entertainment experience," said Rick Fens, SVP Business Development at Titan OS. The partnership builds on Titan OS's existing relationships with content providers and hardware manufacturers across European markets.
Philips TVs equipped with Titan OS operating system now include the Viaplay hotkey as a standard feature across the 2025 model range. The implementation covers retail channels in the Nordics and the Netherlands, where Viaplay maintains streaming operations. According to the companies, the integration reduces friction between viewers and content access through hardware-level integration.
Philip Wågnert, EVP & Chief Technology and Product Officer at Viaplay Group, emphasized the technical advantages of the partnership. "Thanks to this partnership and integration, users can now access Viaplay's world-class sports—including the Premier League, UEFA Champions League and Formula 1—alongside locally relevant and engaging stories and entertainment, all from their Philips TV remote," Wågnert stated.
Technical integration details
The hotkey implementation operates through direct OS-level integration rather than application shortcuts. This approach ensures consistent performance and reduces loading times compared to traditional app-based access methods. The button triggers immediate platform launch, bypassing standard smart TV interface navigation.
Titan OS has positioned itself as an independent operating system alternative in the smart TV market. The company launched commercially in January 2024, targeting manufacturers seeking alternatives to established platforms from Roku, Google, and Amazon. The Barcelona-headquartered company operates additional offices in Amsterdam and Taipei.
The operating system currently powers smart TV devices from manufacturers including Philips, AOC, and JVC across European and Latin American markets. Titan OS has established partnerships with media companies including CNN, FIFA+, Euronews, Bloomberg, and Sony Pictures Entertainment to provide content through its platform.
Strategic context for marketing professionals
This hardware-level integration represents a significant development in connected TV advertising infrastructure. Titan OS operates its own advertising marketplace, Titan Ads, which combines smart TV inventory with retail data targeting capabilities. The platform reaches over 30 million streaming households across Europe through strategic partnerships with TV manufacturers and content providers.
The Viaplay integration demonstrates how content providers can secure prominent placement through direct OS partnerships rather than competing for visibility within app ecosystems. Traditional smart TV interfaces require users to navigate through multiple menu layers or search functions to access specific streaming services. Hardware buttons eliminate these steps entirely.
Connected TV advertising has become increasingly important for European marketers, particularly as viewership shifts from traditional broadcasting to streaming platforms. Titan OS's approach differs from larger competitors by offering content providers and advertisers more direct access to viewing data and inventory control.
The partnership timing coincides with intensifying competition in the smart TV operating system market. Major advertising technology companies including The Trade Desk have announced plans to develop their own TV operating systems, potentially reshaping the connected TV advertising landscape over the next several years.
Market positioning and expansion plans
Titan OS has pursued a content-forward strategy since its commercial launch. The company emphasizes partnerships with streaming services and broadcasters rather than competing directly with content creation. This approach positions Titan OS as a neutral platform provider, potentially attractive to content companies seeking alternatives to tech giants with competing streaming interests.
The company has secured partnerships with major European broadcasters including TV 2 in Norway and has integrated retail media capabilities through collaborations with technology companies like Equativ. These partnerships enable advanced advertising targeting based on viewing behavior and purchase data.
Viaplay Group operates streaming services across Nordic countries and the Netherlands, offering premium live sports, local content, and international programming. The company has focused on securing exclusive sports rights including Formula 1, Premier League, and UEFA Champions League content to differentiate its service from competing platforms.
The 2025 Philips TV range featuring the Viaplay hotkey became available across retail channels in the Nordics and the Netherlands following the July 1 announcement. Neither company disclosed specific sales projections or market penetration targets for the integrated devices.
Titan OS continues to expand its hardware partnerships and content relationships across European markets. The company's independent positioning allows it to work with multiple streaming services and broadcasters without direct content conflicts, potentially enabling similar hotkey arrangements with additional content providers.
The partnership represents Titan OS's strategy of enhancing content discovery through hardware integration rather than software improvements alone. According to the company, this approach aims to reduce barriers between viewers and content while providing content partners with guaranteed visibility and access.
Industry observers note that hardware-level integration provides content companies with significant advantages over app-based distribution. Users typically access hotkey services more frequently than applications requiring manual navigation, potentially increasing viewership and engagement metrics for content providers.
Technical specifications and implementation
The Viaplay hotkey operates independently of internet connectivity during the initial button press, launching the app locally before establishing streaming connections. This design reduces perceived loading times and provides consistent user experience regardless of network conditions at startup.
Titan OS has integrated the hotkey functionality across all 2025 Philips TV models powered by its operating system. The implementation includes both premium and mid-range television models, ensuring broad market coverage across different price segments.
The companies have not disclosed specific technical requirements for the hotkey integration beyond the Titan OS platform requirement. The implementation appears to utilize standard remote control protocols rather than requiring specialized hardware components.
Viaplay's content delivery through the hotkey maintains the platform's standard streaming quality and feature set. Users accessing the service through the dedicated button receive identical functionality compared to traditional app-based access methods.
The partnership extends Titan OS's content integration capabilities beyond traditional app distribution. The company has positioned these hardware-level integrations as a key differentiator compared to larger operating system providers that typically rely on app ecosystem approaches.
Timeline
- January 22, 2024: Titan OS S.L. unveils its independent operating system for smart TVs
- June 19, 2024: Titan OS announces the launch of Titan Ads, combining TV advertising with retail data
- December 30, 2024: TV 2 Play extends streaming reach through Titan OS partnership in Norway
- March 9, 2025: Equativ and Titan OS partner to enhance CTV advertising with retail media data
- July 1, 2025: Titan OS announces Viaplay hotkey integration on 2025 Philips TVs