What is the difference between Samsung Tizen and LG webOS for CTV advertising?

Samsung Tizen and LG webOS are the two major non-Android smart TV operating systems in India. Samsung Tizen powers 30–35% of India smart TVs and is the more commercially developed advertising platform. Samsung Ads sells Smart Hub home screen banners (Rs 200–500 CPM) and ACR-targeted audience segments — the only India CTV platform where you can target viewers based on what linear TV content they have watched on any input. All Samsung Ads India buys are direct deal.

LG webOS powers approximately 10–15% of India smart TVs. LG Channels is LG's FAST service with a growing India content catalogue — content partners earn a revenue share from LG-sold ad inventory. LG also sells home screen placements (Rs 150–350 CPM). LG Ads India is less developed commercially than Samsung Ads. For most India CTV OEM campaigns, Samsung Ads is the primary buy; LG is a secondary extension. Neither platform has programmatic self-serve access.