If you run short-stay rentals and you are looking at in-room TV monetization, the first question is not "how much can I earn?" but "can I actually run anything on these TVs?" Because the answer depends entirely on what platform is running on the screen, and not all platforms let you install third-party software. Some are wide open. Others are locked down tight. Buy the wrong TVs and you have screens that can play Netflix and nothing else.
This article covers the five major Smart TV platforms, what each one allows, and what operators should specify when buying or replacing TVs for rental units.
Android TV / Google TV
Android TV (and its consumer-facing rebrand, Google TV) is the most flexible platform for in-room advertising. It runs on TVs from Sony, TCL, Hisense, Philips, and others. The platform allows sideloading of APK files, which means you can install third-party applications that are not available in the Google Play Store. This is how most in-room advertising and guest information systems are deployed on Android TV: a custom application is installed via APK rather than through the Play Store, because the operator needs the app to launch on boot, run in kiosk mode, and display content that is specific to the property.
Google TV adds a content-first launcher on top of Android TV, which can interfere with kiosk-mode applications if the launcher re-launches itself. The workaround is to use Android TV devices rather than Google TV devices where possible, or to configure the device to launch the custom app on startup and suppress the default launcher.
Verdict: Best platform for operators who need to run custom software. Wide app ecosystem, sideloading supported, kiosk mode available.
Amazon Fire TV
Fire TV is Amazon's platform. It runs on Amazon's own Fire TV Stick and Fire TV Cube, and on some third-party TVs (Toshiba, Insignia, Hisense). Like Android TV, Fire TV is based on Android and allows sideloading of APK files. The platform is widely used in hospitality settings because the Fire TV Stick is inexpensive (around £30 to £50 per unit), easy to deploy, and can run custom applications.
The limitation is that Amazon's launcher is designed to push Amazon Prime content and Amazon's own advertising. A kiosk-mode application can suppress the launcher, but the device may still show Amazon's screensaver or promotional content if the app is not configured correctly. Fire TV devices also require an Amazon account for initial setup, which adds a step to the deployment process.
Verdict: Strong choice for budget deployments. Sideloading works, hardware is cheap, but expect some friction with Amazon's own content pushing through.
Samsung Tizen
Tizen is Samsung's proprietary platform. It runs on all Samsung Smart TVs, which are the most common TVs in hospitality settings globally. Tizen supports third-party applications through the Tizen App Store, but the process for developing and deploying a Tizen app is more restrictive than Android. Sideloading is technically possible in developer mode, but it requires a Samsung Developer account and the app must be signed. Tizen is not designed for easy third-party deployment outside the official app store.
For operators, this means that a Samsung TV can run a Tizen app from a partner who has gone through Samsung's developer programme, but it cannot easily run arbitrary third-party software. If your in-room advertising platform has a published Tizen app, Samsung TVs work fine. If it does not, you are stuck with what Samsung's app store offers, which is limited.
Verdict: Works if your advertising platform has a published Tizen app. Otherwise, the platform is restrictive and does not support easy sideloading.
LG webOS
webOS is LG's proprietary platform. It is less restrictive than Tizen but more restrictive than Android TV. LG provides a developer SDK and supports sideloading of apps in developer mode, but the process requires an LG Developer account and some technical knowledge. The platform is used in some hospitality settings, particularly in properties that have standardised on LG hardware.
Like Tizen, webOS works if your in-room advertising platform has published a compatible app. If it has not, deploying custom software on webOS is possible but not straightforward, and it is not something an operator should attempt without technical support.
Verdict: Better than Tizen for custom deployments, but still more locked down than Android TV or Fire TV.
Roku
Roku is the most locked-down platform of the five. It runs on Roku's own streaming devices and on Roku TV models (made by Hisense, TCL, and others under licence). Roku does not allow sideloading. Third-party applications must be published through the Roku Channel Store and must pass Roku's review process. There is no developer sideloading mode for production deployments.
For operators, this means that a Roku TV can only run what Roku approves. If your in-room advertising platform does not have a published Roku app (and most do not, because Roku's review process is strict and the platform is restrictive), you cannot run it on a Roku TV. Roku TVs are inexpensive and widely available, which makes them attractive for rental operators, but they are the wrong choice for in-room advertising.
Verdict: Avoid for in-room advertising. The platform is locked down and does not support third-party software deployment outside the Roku Channel Store.
What operators should specify
When buying or replacing TVs for rental units, operators who plan to run in-room advertising should specify:
- Android TV or Google TV as the preferred platform, because it supports custom application deployment and kiosk mode.
- Fire TV Stick as a fallback for existing TVs that are not Android-based, because it is inexpensive and supports sideloading.
- Avoid Roku TV models unless your advertising platform has a confirmed Roku app.
- Avoid Samsung and LG unless your advertising platform has a confirmed Tizen or webOS app, or you are willing to replace the TV with an Android-based model or add a Fire TV Stick.
The cost of adding a Fire TV Stick to an existing TV (around £30 to £50 per unit) is substantially less than replacing the TV itself, and it gives you a platform that supports custom software. For operators with mixed TV estates, standardising on a Fire TV Stick across all units is often the most practical path to consistent in-room advertising.
To understand what the revenue numbers look like once you have the right hardware in place, see our analysis of how much a Smart TV can earn per room. If you want to discuss a pilot deployment across your units, request a pilot and we will walk you through the hardware requirements.