News & BlogFebruary 5, 2026
News
OSN delivers a direct-to-TV pay-TV experience using HbbTV OpApp on Samsung smart TVs
OSN has launched a direct-to-TV pay-TV service on Samsung Smart TVs using the HbbTV Operator Application standard. The deployment demonstrates how OpApps can deliver secure, hybrid live and on-demand services, replacing the traditional set-top box experience with a fully integrated TV solution.
READ MORE January 10, 2026
Articles
1. What makes HbbTV unique: A service-oriented approach to TV
HbbTV isn’t just another broadcast standard — it’s a service-oriented framework that bridges broadcast and broadband. Discover how HbbTV applications work, what makes them unique, and why they’re the foundation for today’s interactive television experiences.
January 9, 2026
Articles
2. Why broadcasters choose HbbTV: Market opportunities and competitive advantages
HbbTV gives broadcasters a unique way to connect directly with their audiences, free from platform gatekeepers. Discover how HbbTV enables new business models, data control, and viewer experiences that compete effectively with global streaming apps.
January 7, 2026
Articles
3. The future of HbbTV: DRM integration and support for prominence
The upcoming HbbTV 2.0.5 release brings native DRM integration and stronger alignment with DVB-I — helping broadcasters deliver premium content securely and support the EU’s “prominence” objectives for public-interest services.
January 6, 2026
Articles
4. Beyond streaming: The range of services HbbTV enables
HbbTV is about much more than on-demand video. From accessibility tools and interactive features to audience measurement and targeted advertising, discover the wide range of services broadcasters and developers can build with HbbTV.
January 5, 2026
Articles
5. Business models for HbbTV services
HbbTV supports a wide range of business models, from free-to-air and ad-funded services to freemium, subscription, and transactional offerings. This article explains how broadcasters can evolve monetisation strategies using a single, open HbbTV framework.
January 4, 2026
Articles
6. The technical advantages of HbbTV on DTT and beyond
HbbTV brings modern web technologies to broadcast television, enabling hybrid delivery, low-latency interactivity, and seamless operation across DTT, satellite, cable, and IP networks. This article explains the technical strengths that make HbbTV future-proof.
January 3, 2026
Articles
7. Ensuring quality and compliance in HbbTV deployments
Reliable HbbTV services depend on consistent device behaviour and strong interoperability. This article explores the HbbTV test suite, reference applications, plugfests, and developer resources that ensure quality and compliance across devices and markets.
January 2, 2026
Articles
8. HbbTV in action: Best practice case studies from across Europe
From restart TV and IP-only platforms to audience measurement, advertising, and accessibility, broadcasters across Europe are using HbbTV in innovative ways. This article highlights real-world deployments that demonstrate the maturity and versatility of the standard.
January 1, 2026
Articles
9. Supporting a fair and transparent hybrid TV ecosystem
This article is the ninth in the ‘Understanding HbbTV‘ series, a collection of insights developed by the HbbTV Association to help broadcasters, developers, and
December 16, 2025
Blog
HbbTV at the heart of Europe’s TV convergence: Key insights from Vincent Grivet at NXT Media Days
HbbTV Chair Vincent Grivet highlighted how hybrid TV is becoming central to Europe’s connected TV landscape at NXT Media Days. He explained how HbbTV unifies fragmented CTV environments, enables seamless addressable advertising in linear TV and delivers measurable gains in reach, engagement and viewer experience. With more than 100 million compatible homes in Europe, HbbTV is now a proven and essential foundation for modern broadcaster services.
December 11, 2025
Blog
HbbTV emerges as a powerful tool for audience measurement in a fragmented TV world
HbbTV is gaining momentum as a powerful, open solution for audience measurement in a fragmented CTV market. At the asi 2025 conference, Vincent Grivet highlighted its ability to deliver transparent, large scale viewing data across devices. As adoption accelerates, HbbTV is becoming a key foundation for modern measurement strategies.