The Association of Commercial Television and Video on Demand Services in Europe (ACT) released a statement on Monday, urging the European Commission to designate smart TV operating systems and virtual assistant platforms as ‘gatekeepers’ under the EU’s Digital Markets Act (DMA).
The call would expand regulatory measures against the growing market power of Big Tech’s companies, which broadcasters argue are increasing controlled content distribution and audience access through smart TVs and virtual assistants, via smartphone.
The call highlights the competition between traditional broadcasters and Big Tech companies, whose market share has grown steadily in recent years. Android TV increased its market share from 16% to 23%, Amazon Fire OS rose from 5% to 12% during the same period, driven by a dual model combining proprietary devices and licensing to third-party TV manufacturers. Samsung’s Tizen OS maintained a 24% market share.
While Connected TVs (CVT) expand the European’s media, gaming and other industries landscape, broadcasters warn that these opportunities can be endangered by their roles as intermediaries, promoting gatekeeping practices by influencing what users see and access. The CTV operating systems providers gatekeep by incentivizing or restricting the end-users, effectively retaining them within their ecosystem.
This concentration of control, ACT claims, could allow a small number of operators to gain the power to monopolize the industry by “controlling access to audiences and content distribution”. The group stressed the importance for the Commission to “designate major TV operating systems as gatekeepers and ensure adequate oversight to guarantee fairness and contestability.”
ACT also called for Virtual Assistants (VAs) to fall under DMA rules as gatekeepers, citing a regulatory void that allows AI assistants to regulate and recommend the media content across apps without being subject to DMA obligations.
The Association, whose members include Canal+, RTL, Mediaset, ITV, Paramount+, NBCUniversal, Walt Disney, Warner Bros Discovery, Sky and TF1 Groupe, alsoCompetition Commissioner Teresa Ribera to apply DMA rules based on qualitative criteria even where platforms fall short of quantitative thresholds such as 45 million monthly active users or €75B in market capitalisation.
Additionally, they further called for a reassessment of how “business users” are defined when determining whether virtual assistants should be classified as gatekeepers, as part of the ongoing DMA review.
Other signatories to the statement include the Association of European Radios (AER), the European Broadcasting Union (EBU), egta, Confindustria Radio Televisioni (CRTV), UTECA and VOP.
For three decades, the Subaru Outback has occupied a unique corner of the automotive world, carving out a niche that sits comfortably between a family wagon and a mountain-climbing SUV. With over three million sold since its debut, the Outback has become the literal and figurative utility player of the Subaru lineup.
Now entering its seventh generation, the 2026 Outback arrives when the average new vehicle price is at an all-time high, yet Subaru has kept its starting MSRPs reasonable, even dropping them in some instances. If you’re cross-shopping the Outback against other mid-size crossovers, here are the six best things about the 2026 Subaru Outback.
6
Affordable
High-value MSRP relative to the national average
One of the most compelling arguments for the 2026 Outback is its value proposition. While the average price of a new vehicle is hovering around or above $50,000, the Outback starts significantly lower.
The entry-level Premium begins at $36,445 (including destination), a figure that undercuts many rivals while still including standard all-wheel drive and a comprehensive suite of tech and safety features. Even the feature-heavy Touring XT and Wilderness trims typically stay under that $50,000 national benchmark, making the Outback a financially savvy choice for families.
Here is a fast trim level breakdown. The starting MSRP figures include the $1,450 destination fee.
Base Trim Engine
2.5-liter four boxer
Base Trim Transmission
CVT
Base Trim Drivetrain
All-Wheel Drive
Premium
Starting MSRP: $36,445
Heated seats.
Black rear badging.
Cargo tonneau cover.
Leather-wrapped steering wheel
Power rear gate w/ automatic close.
Removable rear trailer hitch bumper cover.
18-inch aluminum-alloy wheels w/ dark gray finish.
An optional package for the Premium adds rain-sensing wipers, cloud-based navigation, a wireless smartphone charger, a heated steering wheel, and a moonroof for $2,270.
Limited
Starting MSRP: $43,165
Navigation.
Power moonroof.
Harman Kardon stereo.
Wireless smartphone charger.
Heated rear seats and steering wheel.
18-inch aluminum-alloy wheels w/ matte black finish.
Two optional packages are available for the Outback Wilderness. The first adds a moonroof, navigation, and a surround-view monitor for $2,045.
The second includes those, plus Nappa leather seats with copper stitching, ventilated front seats, a 12-way power-adjustable driver’s seat, and an eight-way power-adjustable passenger seat for an additional $4,090.
581-mile range, standard AWD, and updated safety features.
5
Two capable powertrain options
Standard Symmetrical AWD
Credit: Subaru
Two Boxer (i.e., horizontally opposed) engines are available for the 2026 Outback, depending on the trim level. Premium, Limited, and Touring feature a naturally aspirated 2.5-liter four-cylinder with 180 horsepower (5,800 rpm) and 178 lb-ft. of torque (4,800 rpm).
Limited XT, Touring XT, and Wilderness have a 2.4-liter turbocharged four-cylinder with 260 horsepower (5,600 rpm) and 277 lb-ft. of torque (2,000 to 4,800 rpm). Despite being a turbo engine with a higher power output, it does not require premium fuel.
The X-MODE system is also standard, which can be used on a muddy path, a gravel road, or during a snowstorm. X-MODE uses the same sensors as the Symmetrical All-Wheel Drive system, making additional adjustments to the Outback to ensure the best possible traction.
4
Significant tech leap with Snapdragon power
Owners can create individual profiles
Subaru has addressed the issue of infotainment lag, one of the biggest complaints from previous owners. The 2026 Outback features an all-new infotainment system, with navigation map swipe now up to three times faster, audio screen transitions up to six times faster, and overall scroll response up to two times faster. Notable updates and improvements include:
Optimized Display: A 12.1-inch higher-resolution touchscreen replaces the previous 11.6-inch unit. The screen reduces unwanted glare and light reflections by up to 80%.
Better Graphics: Powered by a Snapdragon 8 Automotive Processor, it features an octa-core architecture and an Adreno GPU.
More Memory: Approximately 2.5 times faster computing performance, with memory doubled from 4 GB to 8 GB and storage expanded from 64 GB to 128 GB.
Connectivity: Supports wireless Android Auto and Apple CarPlay, HD Radio, Bluetooth phone and audio streaming, Google Built-in services (Google Assistant/Maps), and automatic updates.
Personalization: Owners can create individual profiles and configure the 12.3-inch digital gauge cluster to highlight certain features and information. The 12.3-inch cluster is also new for the 2026 Outback.
While the overhauled infotainment system is a selling point, one current 2026 Outback owner has reported that Apple CarPlay functionality and the wireless charging pad don’t always work as intended.
Brand
AstroAI
Capacity
Up to 8 car tires (single charge)
This AstroAI mini tire inflator is perfect for keeping in your glove box when traveling. It’s portable and battery powered, meaning you don’t have to plug it in to use it. Plus, you’re able to set the exact tire pressure you want it to inflate to and it’ll automatically stop when it reaches that pressure.
3
Return of physical climate controls
Small things add up
Credit: Subaru
In a rare move that prioritizes driver ergonomics over minimalist trends, Subaru has brought back physical buttons and knobs for the climate control system. While the large 12.1-inch screen handles navigation and media, the often-used functions, like cabin temperature and fan speed, can now be adjusted by feel without taking your eyes off the road.
According to the J.D. Power 2025 U.S. Initial Quality Study, infotainment touchscreens are the study’s most problematic category, with consumers expressing a general dislike for what is sometimes described as “infotainment creep.” Subaru’s decision to have physical buttons for some of the most common vehicle functions is a small change that buyers are likely to appreciate.
Better than a generic tablet glued to the dashboard.
2
Advanced “hands-off” driving system
Using GPS and 3D maps
Every 2026 Outback is standard with Subaru’s EyeSight package, which includes active safety features such as haptic steering wheel alerts, automatic emergency steering, lane keep assist, blind-spot and rear cross-traffic warnings, and reverse automatic braking.
Also standard is a feature called Emergency Stop Assist, which will stop the 2026 Outback if the driver becomes unresponsive while using the adaptive cruise control. Once stopped, the Outback can activate the hazard lights, unlock the doors, and call 911.
The Touring and Touring XT are standard with Highway Hands-Free Assist. Using GPS data and 3D high-definition maps, the system can manage steering, braking, and lane changes on compatible highways with an attentive driver. Highway Hands-Free Assist does require an active MySubaru Companion or Companion+ subscription, which typically includes a five-year trial for 2026 models.
1
Genuine off-road capability
Plenty of ground clearance
Credit: Subaru
Unlike many “soft-roaders” that simply add plastic cladding, the 2026 Outback offers hardware that backs up its muscular look, especially with the Wilderness model.
Every Outback comes with at least 8.7 inches of clearance to begin with, but the Wilderness trim bumps that to 9.5 inches. Combine that with the all-terrain Bridgestone Dueler tires, electronically controlled dampers, all-weather floormats, and ladder-style roof rails, and the 2026 Outback Wilderness is the ideal weekend getaway vehicle.
Wilderness models also have a variation of X-MODE called Dual Mode, which includes specific settings for snow, dirt, and mud, along with hill descent control.
Red carpet treatment, even if you buy something used.
Charitable causes and factory warranty
While the 2026 Subaru Outback makes a strong case for itself through an optimized infotainment system and rugged hardware, the ownership experience extends beyond the driver’s seat. For many buyers, the appeal of a Subaru lies in the brand’s alignment with social and environmental causes.
A prime example is the Subaru Love-Encore program launched in partnership with Gifts for Good. The program invites new customers back to the Subaru dealer about two weeks after purchase to meet with a staff member who can answer any questions they have about their new Subaru.
At that time, customers can choose either a mission-aligned product or direct the gift’s value to charity. Each physical gift is an ethically sourced product that comes with a story card, so customers can read about the impact the gift selection has made. Customers also have the option to redeem the gift’s value towards a charitable cause.
Every 2026 Subaru Outback has a three-year/36,000-mile bumper-to-bumper warranty and a five-year/60,000-mile powertrain warranty.
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