HbbTV Association Added Five New Members
The international organization has grown its total membership count to 65 companies.
Updated on Oct. 14, 2026 in Television
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The HbbTV Association has expanded its ranks by welcoming five new companies into the fold. This addition brings the total number of global members to 65.
Why it matters
The organization created new membership tiers to encourage participation from a broader range of companies. These changes are designed to attract firms from diverse sectors including advertising and data analytics.
The association expanded its reach to include firms from the audience measurement and advertising technology sectors. The Small Member tier is capped at companies with annual revenues of up to €3 million.
The players
HbbTV Association
This is a global industry group dedicated to the development and promotion of standards for hybrid broadcast and broadband TV services.
Admongrel
Admongrel is an advertising technology company that provides solutions for digital content monetization.
NIQ
NIQ is a global leader in consumer intelligence providing data and analytics on purchasing behaviors.
wedotv
wedotv is a streaming service provider that operates free ad-supported television channels.
The details
The five new members joining the organization are Admongrel, Konodrac, NIQ, TVekstra, and wedotv. These additions span sectors such as audience measurement, data analytics, and FAST Channels.
Timeline
The HbbTV General Assembly approved the two new membership tiers on June 12, 2026.
The HbbTV Association announced the addition of five new members on October 14, 2026.
Industry Dynamics
The admission of new members specializing in FAST channels and advertising tech follows the industry-wide shift toward advertising-based video on demand models. This expansion signals a broader push to integrate data-driven advertising into standard broadcast frameworks.
The inclusion of firms focused on audience measurement and FAST channels may eventually influence how viewers encounter personalized ads within their broadcast content. Consumers can expect data analytics to play a larger role in the delivery of free streaming content on their television sets.
The takeaway
The HbbTV Association is evolving its structure to remain relevant in a rapidly changing digital media landscape. By opening its doors to smaller firms and non-traditional market players, the group aims to set technical standards that bridge traditional broadcast and online data analytics.
Further reading
For more on industry developments, visit the Television section.
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