Europe has lost control of the living room. As connected TV transfers search, recommendation, navigation and ad delivery to a handful of global platform owners, broadcasters become app tiles and operators risk commoditisation within their own customer base. This paper argues the loss is not yet irrevocable — but recovery requires treating connected TV as critical digital infrastructure, aligning media, competition and industrial policy around open TV OS standards, federated operator alliances, privacy-preserving edge intelligence, and targeted support for European innovation. As DTT multiplexes are retired and fibre becomes the primary route to the home screen, the window to restore sovereignty is measured in months, not years.

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