One of the most unexpected moves at Philips’ 2026 product launch was the decision to remove Google TV entirely in favour of its own Titan OS across all new models. The change marks a significant shift in strategy, particularly as even high-end OLED 8 and 9 series televisions will adopt the in-house platform.

Philips, through TP Vision, did not point to a single reason for the transition but outlined several advantages. Titan OS is said to demand fewer system resources, while also giving the company greater influence over development, design and features. It also opens up additional monetisation opportunities, likely tied to advertising revenue, although there is concern about how far this may extend beyond content-related promotions.

The move away from Google TV also means stepping back from certain familiar features. One of the more notable omissions is the lack of native Google Cast support. While Apple AirPlay and HomeKit remain available, Android users will need to rely on third-party solutions for casting, which may not offer the same level of reliability or compatibility. With competing platforms such as Google TV, Samsung Tizen and LG webOS all supporting Google Cast natively, this absence could be a drawback for some users.

App availability is another area where Titan OS is still catching up. Major global streaming services are present, including YouTube, Netflix, Prime Video, Disney+, HBO Max, Viaplay, DAZN, Blacknut, Boosteroid, Crunchyroll, Deezer and Plex. However, some notable apps are not yet available. Apple TV is expected to arrive in spring 2026, while SkyShowtime and Spotify are also planned. Local services may vary depending on the region, and gaming-focused apps such as Xbox, GeForce Now and Steam Link are not currently supported. Instead, users are directed towards cloud gaming options like Blacknut and Boosteroid.

Philips is positioning Titan OS as a platform that will continue to evolve throughout the year. A dedicated sports hub is planned, bringing together live and upcoming events from different streaming providers, with clear labels indicating whether content is live, upcoming or available as a replay. The home interface will also include features such as Continue Watching and a Watchlist, allowing users to keep track of content across services.

Free content is another focus, with access to FAST channels alongside services like Plex and Tubi. The system is designed to help users discover content by showing where titles are available across multiple platforms. Personalisation options include the ability to remove apps from the favourites list, which also removes their associated recommendation rows. Broader recommendations may still pull from all installed apps.

Further customisation is expected later, including the option to disable recommendations from specific services entirely. Through a partnership with TMDB, users will receive curated suggestions such as top films and trending free content. Titan OS is also set to introduce optional account registration, enabling promotions and eventually supporting multiple user profiles.

While the platform appears responsive and visually polished, questions remain around how quickly promised features will arrive. Many of these capabilities were first outlined when Titan OS was introduced a few years ago, and there is some uncertainty about whether users will see the full roadmap delivered in the near future.