HbbTV: What Is it and How Does it Work?

What is HbbTV

Hybrid Broadcast Broadband TV (HbbTV) combines traditional broadcast TV and online content so that it can be easily viewed on modern internet-enabled TVs, set-top boxes or streaming devices. You can think of it as a modern version of teletext, redesigned for today’s 4K TVs and internet-enabled homes. But HbbTV goes far beyond teletext – using internet access, it offers interactive features, high-quality visualisations and dynamic tools that allow viewers to engage in completely new ways.

HbbTV is based on the industry standard ETSI TS 102 796 and is supported by the HbbTV Association, a consortium with more than 80 members, including broadcasters, technology companies, device manufacturers, and content providers. This growing membership ensures continued innovation and adaptation of hybrid TV solutions.

Origins and development

The roots of HbbTV trace back to 2010, when German broadcaster RTL launched HD Text, an early hybrid TV solution using HbbTV and CE-HTML. Within a year, the technology had gained momentum in Germany, France, and Spain, with other European countries like Austria, Poland, and Switzerland soon joining the fold. By 2025, HbbTV adoption spans not just Europe but also parts of Asia, the Middle East, and Australia, with growing interest in North America.

HbbTV has come a long way since its early days. With the introduction of HbbTV 2.0, it gained support for 4K UHD video, HDR, stronger content protection and better interactivity, even extending to mobile devices. Now, the latest updates focus on seamlessly connecting to OTT platforms, offering advanced advertising options and ensuring seamless syncing across multiple devices.

How HbbTV works for the viewer

HbbTV-enabled TVs or set-top boxes receive standard broadcast signals (via terrestrial, satellite, or cable) alongside internet connectivity. The integration enables the delivery of enhanced services over broadband.

Broadcasters embed signals (typically using AIT – Application Information Table) into the broadcast stream. These signals trigger the HbbTV functionality, activating interactive applications or content.

When viewers tune into a channel, the TV detects the embedded signal and prompts the user to access the HbbTV application. This could be a program guide, on-demand content, or live interactive features.

Broadcast content continues uninterrupted while additional features or services (e.g., video on demand, interactive guides) are streamed over the internet, ensuring a seamless experience.

Viewers interact with HbbTV features using their TV remote, enabling navigation, selection of on-demand content, or participation in interactive applications.

HbbTV is compatible with various devices, including Smart TVs and set-top boxes, ensuring accessibility without additional hardware.

The key capabilities of HbbTV

HbbTV offers a range of possibilities that allow viewers to interact in a unique way that regular linear TV simply cannot. One notable feature is the ability to deliver additional information directly to the screen. Imagine watching a football match and having instant access to player statistics or replays with the click of a remote. Similarly, movie buffs can download actor biographies or behind-the-scenes information about the production.

HbbTV’s programme guides go far beyond the basic schedules of traditional TV. They combine trailers, behind-the-scenes clips and interactive previews, giving viewers a more immersive and engaging way to discover what’s on.

Interactivity is at the heart of HbbTV. Apps enable viewers to participate in quizzes, polls, and games directly on the screen, making the experience more dynamic and participatory. During music videos, for instance, viewers can access synchronised lyrics, detailed artist biographies, and even links to purchase or stream tracks.

HbbTV also revolutionises television advertising. It allows for real-time personalisation of ads, interactive calls-to-action, and contextually relevant placements that don’t interrupt the content. This approach makes ads more engaging and tailored to the viewer’s preferences.

Another powerful feature is the customisation of content. Using dynamic ad substitution (DAS) and IP-driven elements, broadcasters can personalise various aspects of the viewing experience. For example, weather forecasts can focus solely on the viewer’s local area, or regional news can be seamlessly integrated into a broader broadcast. These capabilities ensure that the content feels more relevant and personalised.

HbbTV in practice: benefits for broadcasters and viewers

HbbTV provides broadcasters with new revenue streams, enabling advanced ad targeting and creating opportunities for interactive content. Integration of online features ensures greater viewer engagement and retention, giving broadcasters a competitive advantage.

Viewers benefit from a more immersive and personalised experience. They can enjoy a mix of live and on-demand content, view additional programme information and interact with features that align with their interests. HbbTV simplifies access to a wide range of content, eliminating the need for multiple devices and platforms.

Summary

Television is no longer confined to its traditional linear format, and HbbTV has played a key role in keeping it relevant. By combining the interactivity of the internet with the shared experience of watching TV, it has opened up a world of exciting possibilities.

That said, for HbbTV to really take off, there are still a few challenges to address. Ensuring strong security and improving device compatibility are key areas to focus on. The groundwork is in place – now it’s about working out the details to make it accessible and engaging for a wider audience.