By Sahil Patel
Just because Google failed once at capturing the connected-TV market doesn’t mean it’s going to leave the field to Apple, Roku, and now also Amazon. According to The Verge, the company is working on a new connected-TV platform, called Android TV, which would offer a sleeker, simpler user interface and the content that viewers come to expect when watching TV.
Based on documents obtained by The Verge, many major digital video providers, including Netflix, Hulu, VEVO, and (of course) YouTube, are developing apps for the platform.
A major element to the platform, unsurprisingly, is video discovery. Google wants to serve you the movies and TV shows you’re already watching, as well as recommend programs you’re likely to enjoy, without having to pop into an app and search for the titles. The platform will also allow viewers to resume watching a piece of content they were watching on their Android smartphone or tablet.
The interesting factor in all of this is that Google has already made a successful jump into the connected-TV world — with the USB-sized Chromecast, which is compatible with apps like Netflix, Hulu Plus, HBO Go, Crackle, and YouTube, among others.
So why create another option for the same market? Unless Android TV is eventually meant to be integrated in some way with Chromecast, which would give Google ownership of both an affordable connected-TV device and an entertainment platform that people are actually willing to use. That could make the connected-TV wars very interesting.