LG Electronics unveiled plans to expand its AI-powered webOS platform and strengthen its position in the smart device ecosystem during its annual webOS Summit 2024 in Incheon, South Korea. Themed “Empowering webOS with AI,” the event gathered around 300 representatives from 140 partner companies across 24 countries, showcasing LG’s vision for the future of webOS as a central component in its transformation from a consumer electronics manufacturer to a comprehensive Smart Life Solution Company. The summit also marked the tenth anniversary of the webOS platform on LG smart TVs.
To support the expansion of its webOS platform, LG has committed more than KRW 1 trillion (approximately USD 740 million) in strategic investments. This initiative aims to broaden webOS’s capabilities and diversify its offerings to better serve the growing needs of users across multiple industries. The platform currently provides over 4,000 apps, covering entertainment, education, fitness, and gaming, and is used by customers in over 180 countries.
A core focus for LG is positioning webOS as a premier platform for cloud gaming. Currently, AI webOS supports approximately 4,500 games through major cloud services, including GeForce NOW and Amazon Luna. The company has partnered with MediaTek and Razer to integrate Bluetooth Ultra-Low Latency (BT ULL) technology, which reduces input lag to just 1 millisecond when using Bluetooth gaming controllers. This advancement, demonstrated during the summit, aims to provide a more immersive and responsive gaming experience for users.
Additionally, LG is investing in the development of new AI-based features to enhance user experiences across its platform. One example is AI Concierge, which uses voice recognition, search history, and user preferences to offer personalized recommendations for apps and content. By recognizing different voices, AI Concierge can automatically display a unique Home Screen for each user without manual profile selection, optimizing convenience and personalization.
Expanding webOS Beyond Smart TVs
Since making webOS available to other TV manufacturers in 2021, LG has signed licensing agreements with over 400 brands. This expansion extends webOS’s presence into non-TV segments such as automotive infotainment systems, digital signage, smart monitors, and projectors. These collaborations enable LG to leverage the flexibility of webOS to provide a unified user experience across a variety of devices.
LG’s efforts to monetize the webOS platform have also seen strong results. In 2024, revenue from advertising and services on webOS is projected to exceed KRW 1 trillion, reflecting a fourfold increase since 2021. This growth is fueled by LG Channels, a free, ad-supported streaming service available in 29 countries, which now offers more than 3,800 channels. As part of its expansion, LG is introducing LG Channels Showcase and LG 1, two new channels featuring curated premium entertainment content.
To further support its advertising initiatives, LG is enhancing the platform with AI-powered ad solutions that provide tailored content recommendations based on user preferences, delivering a more relevant viewing experience and increasing engagement. These strategies are expected to strengthen LG’s competitiveness in the growing digital advertising market.
To improve user convenience, LG introduced webOS Pay, a payment service designed to simplify content and service purchases on the webOS platform. This feature aims to streamline the shopping experience, making it faster and more intuitive for users to access premium content.
LG is also prioritizing partnerships and talent acquisition to expand its content offerings. The company recently hosted a global hackathon to identify new games and AI-powered applications suited for the webOS platform. Additionally, LG is collaborating with academic institutions such as Sungkyunkwan University and New York University to explore advanced game development and AI research, fostering innovation and strengthening its platform capabilities.
“Our webOS platform business continues to grow based on close collaboration with our partners and a focus on meeting diverse customer needs,” said Park Hyoung-sei, president of LG Home Entertainment Company. “As we celebrate a decade of webOS innovation, we remain committed to transforming LG into a leading media and entertainment platform company.”
