Industry Challenge
The battle for the living room is being lost by those who built it.
The telco squeeze
Hyperscalers and OTT streamers are rapidly growing ARPU and are on track to capture most of the TV value chain, while low-cost challengers with lean, software-first models are delivering stronger revenue and EBITDA growth. Without a differentiated Pay TV experience, incumbents are pushed into competing only on speed and price, accelerating ARPU decline and eroding relevance in the living room. Whoever owns the big-screen interface owns discovery, data, and monetisation—and with it, the relationship with the household.
Why the TV wins
In modern TVs, next-generation electronics such as CPU, GPU, NPU, and memory make up only a small slice of the BOM, with the panel still dominating overall cost, which leaves headroom to ramp Edge-AI-class silicon without blowing up the TV’s ASP. In set-top boxes, by contrast, silicon and memory can account for more than 80% of the BOM, meaning DDR and processor inflation hit operator subsidies directly. Silicon roadmaps now show TVs overtaking smartphones as the primary Edge-AI device in the home over the next three to five years, positioning the big screen as the always-on hub for video, gaming, home control, and ambient intelligence.
What RedSquid enables
RedSquid turns the TV into the primary operator-branded home screen, using your existing app or STB UX as the full TV interface on the big screen. The platform ships on mass-produced TVs with RedSquid software pre-installed at the factory, while OEMs handle logistics and financing partners manage payments, and it runs alongside your existing STB estate with drop-in integration into current Pay TV and identity stacks—no major rewrites required. Delivered as a PaaS with low upfront capex and modular, market-by-market rollout, it gives you full ownership, control and prominence from power on, the splash screen to the UX, whilst still providing full access to global SVOD apps.
New TV economics
New TV economics unlock fresh monetisation and data. UI monetisation through sponsored rails, tiles, and search placements turns the interface itself into premium inventory, while edge-AI advertising uses on-device models to power contextual, privacy-centric decisions so raw viewing data stays on the TV. Virtual product placement uses on-device computer vision to render branded objects into scenes in real time, creating entirely new in-content inventory, and financed TVs bundle device and service to lift ARPU and improve retention, echoing the successful handset-contract model. OS-level telemetry and monetisation tools bring Pay TV economics into the 21st century while operators stay in full control of the experience and the data.