CTVMA Establishes Smart TV Home Screen Observatory
Announcement posted by CTVMA 14 Apr 2026
The Connected TV Marketing Association (CTVMA) has announced the soft launch of its independent Smart TV Home Screen Observatory, a research initiative documenting smart TV platforms, operating systems and application environments across connected TV markets.
The observatory is developing the CTV Home Screen Database, beginning with an Australian dataset mapping the availability and placement of broadcast video applications within smart TV environments. The project is designed to support greater transparency and shared understanding of how television apps are surfaced and discovered on connected devices.
Australia's dataset forms part of a broader observatory framework examining operating system and home screen dynamics within the connected TV ecosystem. Current research areas include the Home Screen Database Australia, Global Home Screen Observatory and Platform Transparency Index.
Executive Director of the CTVMA, James Grant Hay recently outlined the scope of the observatory in an article on LinkedIn
The observatory is designed as neutral reference infrastructure supporting dialogue between broadcasters, platform operators, device manufacturers, streaming services and advertising technology stakeholders.
Additional platform documentation and supporting assets are currently being assembled, with initial release scheduled for May 2026.
Read the announcement on LinkedIn:
https://www.linkedin.com/pulse/home-screen-infrastructure-observatory-87blc/
More about Australia's National Home Screen Database on LinkedIn:
https://www.linkedin.com/pulse/australias-national-home-screen-database-ctvma-research-yoyac/