Whale TV™ (formerly known as ZEASN) has announced a new brand identity as part of its initiative to establish itself as a consumer-facing brand. With over 41.1 million monthly active users, Whale TV enables viewers worldwide to discover and enjoy entertainment seamlessly. Since its inception in 2011, Whale TV has been a leading independent TV OS catering to TV brands, but it is now shifting focus to drive awareness among consumers and brands.
A More Personalized TV Experience
Jason He, CEO of Whale TV, shared the company’s vision: “We aim to provide better TV for everyone and strongly believe that smart TVs should provide viewers with a smarter, more personalized, and intuitive viewing experience. By crafting a more seamless, intuitive, and consumer-centric experience, our TV operating system makes finding, discovering, and enjoying TV infinitely better.”
With its new identity, Whale TV positions itself as approachable, friendly, and fun, with a vibrant design and a user-centric approach. The goal is to make the TV viewing experience smoother, enhanced by advanced technology that solves consumer pain points.
Introducing Whale TV+, Merging Free TV Services
In a significant development last year, ZEASN Technology Private Ltd, Whale TV’s parent company, acquired Foxxum GmbH, a leader in CTV solutions, and rlaxx TV GmbH, an international AVOD/FAST streaming service.
As part of its transformation, Whale TV is now consolidating its free streaming services, rlaxx TV and Whale Live, into a new platform called Whale TV+. This service will be integrated into Whale OS 10, offering viewers thousands of hours of free live and on-demand TV. Over time, Whale TV+ will also be made available across other TV streaming platforms, expanding access to content providers and deepening user engagement.
Launching Whale OS 10: A Content-First Approach
Whale TV has also unveiled Whale OS 10, a content-first user experience with AI-powered recommendations and a streamlined navigation system. With fewer menu levels and enhanced personalization, users can more easily explore entertainment, whether it’s streamed, broadcasted, or connected via devices. Whale OS 10 will begin shipping in the first half of 2025.
Jason He, CEO of Whale TV, said, “Licensing a TV operating system is simply the only way forward for most TV brands. We bring 13 years of experience to the table and are able to deliver a TV OS that is ready for global deployment and is tried and tested by millions of households,”
Enhanced Features in Whale OS 10
Whale OS 10 brings several new features:
- Free TV Area: The navigation bar’s dedicated Free TV section offers easy access to the best free TV programming, including Whale TV+.
- AI-Powered Voice Assistant: ChatGPT’s built-in voice assistant delivers highly personalized recommendations and enables users to interact with their TV conversationally. Users can also choose between Whale TV’s voice assistant and Amazon’s Alexa.
- Social Connectivity: Users can upload photos from their mobile devices to the TV and send digital postcards to loved ones.
Whale TV supports all global tuner standards and is localized in 68 languages, making it a versatile choice for TV brands around the world. Consumers can download hundreds of popular streaming apps, including Netflix, Prime Video, and YouTube, through the Whale TV App Store.
The Future of Whale TV
Whale TV is primed to revolutionize the smart TV industry by combining innovative technology with a consumer-centric approach. Mike Duin, VP of Marketing & Communications at Whale TV, stated, “The market for licensable TV operating systems is heating up quickly and Whale TV is probably one of the best-kept secrets in the industry. To position us well for the future, I believe that next to building scale we need to build a brand that is recognized and preferred by TV brands, content providers, advertisers and consumers. Instead of making incremental changes, we made the bold decision to start with a blank canvas. As a result, the core of the Whale TV brand narrative is so simple that it will travel faster.”
With its new brand identity, enhanced operating system, and powerful integrations following strategic acquisitions, Whale TV is well-positioned for future growth in the rapidly evolving CTV landscape.
The Competitive Landscape of Independent TV OS
The TV operating system market has seen increasing competition, with platforms like Amazon Fire TV and Google vying for dominance alongside emerging players like Titan OS and TiVo. This intensifying rivalry reshapes how consumers experience home entertainment as more platforms aim to control the living room ecosystem. With companies positioning their OS offerings as valuable business assets, particularly for advertising revenue, the role of TV OS in driving competition and innovation is growing.
Amid these “TV OS wars,” independent platforms like Whale TV, which prioritize user-centric design and strategic partnerships, are playing an increasingly critical role in shaping the future of home entertainment.
The Streaming Wars is intentionally ad-free
We don’t run display ads. Not because we can’t, but because we don’t believe in them.
They interrupt the reading experience. They cheapen the work. And they burn advertisers’ money on impressions nobody actually wants.
So we chose a different model.
We say the things people in this industry are already thinking but don’t say out loud. We connect the dots beyond the headline and focus on explaining why things matter to the people working in this business.
If you believe industry coverage can exist without clutter and interruption, you can support it here → SUPPORT TSW.
Support is optional. But it directly funds research and continued coverage — and helps prove this model can work.
Support TSW →
