"Sleeping giant": A new hand of Google, shakes the connected TV war | Digiday [Japanese version]

The streaming app maker received an early Christmas present.On September 30, Google announced an update on the "Chromecast" connected TV device.

The announcement not only introduced the new user interface "Google TV", which makes Chromecast a more connected TV device, but that Google will again stand up as a genuine threat of Amazon and Roku (Roku) in the connected TV market.It has been shown.Intensing competition between streaming app distributors can benefit streaming app makers.

Shaking power balance

The fight between connected TV manufacturers may be the most influential in various streaming wars.Amazon and Roku are considered two major connected TV platform operators by many industry experts.Since the number of monthly active users exceeds 40 million, as the recent conflict between Warner Media and NBC Universal (NBCUNIVERSAL) has shown, it is increasingly increasingly using its status to distribute agreements.I'm taking a hard line.Other companies such as Google, Apple, and Samsung operate competing connected TV platforms, but they are generally found that they are competing for the third place with a big difference between the top two companies.rice field.

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"At the moment, Roku and Amazon are almost equal, and other companies are crowded," says a streaming company executive.

However, the rise of Google has weakened the rule of the two companies, and sufficient competition may be possible, and the power balance may be returned to streaming app makers. If the Warner Media streaming service is available on the Google platform, it is enough to urge the holiday season shoppers to choose Chromecast, and Amazon and Roku have closed HBO Max from the platform. You may not think so much. Similarly, as the subdivision of the connected TV device market progresses, the advertising market on the connected TV becomes even more difficult, from the perspective of advertisers. In that case, advertising revenue -type streaming app operating companies that can provide many audiences on various connected TV platforms, such as Com Cast (COMCAST), Disney (Disney), and Viacomcbs (Viacomcbs) will be advantageous. there is a possibility.

Google seems to be a chance to advance to households that already have more than one connected TV device.The latest Chromecast will also provide a bundle version that makes Netflix's standard subscription of $ 12.99 (about 1369 yen) free for half a year.The bundle version is sold for $ 89.99 and is about $ 40 higher than the standard Chromecast.However, even an existing Netflix contractor provides free programs for half a year, so if you continue to watch Netflix for more than half a year, you can purchase Chromecast for $ 12.

Already connected TV major

Regardless of whether it sells more than Amazon and Roku's connected TV devices this year, Google, which doubles the connected TV initiatives, has a flat competition in the connected TV market, and how many shares has already been Google.Whether you are holding, it is highlighted.

According to Strategy Analytics, Samsung's Tizen is the most popular connected TV platform in the world, but only 11 % in the world market in the first quarter of 2020.The share of Amazon and Roku's connected TV platform was 5 % respectively.On the other hand, the share of 4 % of Android TV and 3 % of Chromecast may have actually surpassed Amazon and Roku in the global market.

In other words, Google has already established a position as a connected TV company.According to executives mentioned earlier, Google's Chromecast is the third most popular platform in the United States after Roku and Amazon's Fire TV in the United States.Connected TV has also increased its market share by YouTube viewers.According to Conviva, in the second quarter of 2020, 27 % of YouTube video viewing time was watching on TV."YouTube is becoming an option for a living platform alongside Netflix and Hulu," said a media executive.

An essential element to become a giant

But Google has not attracted any attention in the connected TV industry.This may be related to the precautions paid on the Android TV platform for the built -in smart TV.Paying to Google's connected TV platform, it can be even smaller due to the fact that two types of Android TV and Chromecast connected TV platforms are operated.Whatever the reason, in the industry, some companies have laid Google in the connected TV field, while others have potentially awakened.

"Google is a sleeping giant in the connected TV field," says an agency executive.The executive believes that Google has been sluggish in the connected TV field, but it will still be a slower pace.

In other words, there are two connected TV platforms and the increase in YouTube connected TV viewers, Disney's type of Viacom CBS CBS Video advertising, and Google's advertising technology platforms are already used, and Google is the Google.It seems that it has an essential element to become a giant in the connected TV industry.And the latest announcements on Chromecast and Google TV suggest that Google is starting to gather two.

[Original: ‘Sleeping Giant ': How Google Stands to Shake Up the Connected TV Platform War]

Tim Peterson (Translation: Mitori Yakura / Galileo, editor: Makoto Nagata)