Viewpoint post by
Robert Triggs
With Android TV and voice assistant capabilities undoubtedly in tow, Google has significant players like Roku and Fire television in its sights. However, it will take more than that to stick out from the crowd. Its time for Google to take at home streaming seriously.
Blended in with Googles approaching hardware statements on September 30, youll find mention of a new Chromecast nestled together with the expected Pixel 5, Pixel 4a 5G, and a new clever speaker. Reports suggest were looking at an Android TV-Chromecast-hybrid device with a much-requested TV remote bundled in.
Blending Chromecast and Android TV
Regardless of its notable strengths, Android TV still feels perilously near to ending up being another among big Gs forgotten jobs. The business has actually mainly left it in the hands of OEMs in the absence of its own flagship products. As a result, the platform doesnt have the focus or financial investment essential to make it a market leader. That needs to alter if Google TV, or whatever the platform winds up being called, is to complete with Roku and Amazon.
Roku, probably the biggest gamer in the streaming platform space, provides the best variety of streaming services and apps. The UI might not be as streamlined, however its made a “just works” reputation that customers gravitate towards. Google supports all the major streaming services, however when it comes to large content volume and support for smaller services Roku has its nose out in front.
Chromecast is practically widely precious. Android TV? Not so much.
Routine updates, new content partners, and improved app experiences are required to propel Googles streaming effort to the top of the industry. Im not brimming with confidence that things will change for the better when Android TV and Chromecast combine, however there is one example that Google could follow to achieve some level of success.
The upcoming Google streaming device supposedly integrates the two, which marks a reversal for the businesss streaming efforts. We likewise wont be surprised if Google TV changes the Android television moniker, marking not simply a rebrand however a brand-new approach to the method Google envisions its core media streaming platform.
Google has actually left Android TV primarily in the hands of OEMs. That may will change.
See also: Best Android TV gadgets– what are your choices?
Google isnt sailing into unidentified area here. Theres currently a gold basic streaming gadget on the marketplace– the Nvidia Shield Television.
Given, a great deal of Nvidias features are rather specific niche and cover more than your common home streamer needs. The resulting higher cost for all these additional functions and raw power prevents it from being a Roku or Fire Stick competitor. Google might definitely provide a suitable middle ground and present the first genuinely traditional Android Television box from a leading brand name.
Nvidias beloved Android Television box does everything. It has a great library of streaming services, supports advanced media codecs, has integrated Chromecast support, plays a lot of Android video games, can host a Plex server complete with hardware transcoding, and can even stream console-standard video games from an Nvidia-powered PC or through the GeForce Now cloud video gaming platform.
The original Nvidia Shield television is likewise an exceptional example of long-running device support that Google need to aim to imitate. Regardless of being five years of ages, Nvidia issued its 25th update to the streaming gadget in August 2020. It included AI-enhanced 4K upscaling, frame-rate matching, and the current security patch.
Inspiring Nvidia
A more cost-efficient Nvidia Shield would be a strong alternative to take on Roku. Thats just the start.
Make Android TV streaming for the masses
However theres more to an effective streaming platform than simply price. Roku and Amazon built loyal audiences through best-in-class features, simpleness of use, and ever-evolving material partnerships. Googles platform needs the exact same care and attention. Get that right, and the big G might utilize its own services to get the upper hand.
Google does not have a direct non-Cast competitor, however this might alter with the upcoming Google streaming device which looks set to undercut this barrier to entry by rather a margin.
Material streaming is huge business, yet Google has actually just been a little player so far. The abovementioned Nvidia Shield TV begins at $149.99 and Android TVs tend to inhabit the mid to premium tiers of the market.
See also: The best media streaming devices you can purchase
The initial Nvidia Shield Television is likewise an exceptional example of long-running device support that Google must aim to emulate. Google might definitely provide an ideal middle ground and introduce the very first genuinely mainstream Android TV box from a leading brand.
Even if we dont get an all-in-one-package, you can still expect Google to make a difficult push for its services with this upcoming streaming gadget. Although, we certainly do not want the upcoming Google streaming device to just be used to hawk various membership services.
The Android TV platform has stuck around at the edge of Googles community for years. Now it requires to end up being a core part of it. The potential exists however its time to buckle down, Google.
With Android Television and voice assistant capabilities definitely in tow, Google has major players like Roku and Fire Television in its sights. Im not teeming with confidence that things will change for the much better when Android TV and Chromecast integrate, but there is one example that Google might follow to accomplish some level of success.
The Android Television platform has lingered at the edge of Googles environment for years.
As weve touched on in the past, a Google services bundle with Stadia, YouTube Premium, in addition to Play Pass and Google One storage would produce a engaging and detailed bundle– something that could handle the new Apple One and other streaming bundles. This, combined with a rebranded, retooled method to streaming hardware, might be an instantaneous hit.
