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Google TV needs more content than just YouTube

by Kevin Nolan | 5月 28, 2010

On May 20, 2010, Google announced the launch of Google TV – an Android-based set-top box solution that enables users to consume web content on their TV screens. While the concept of internet TV is not new, based on information gleaned from the official Google TV site, Strategy Analytics believes that Google’s approach meets many of the needs of consumers who are interested in adopting such technology. Our observations of Connected Media Consumers in the US and Europe, identified consumer demand for a more personalized viewing experience, based on access to preferred content, scheduled for their convenience and with more relevant advertising/payment options.

  • By providing a streamlined, one-box solution to the problem of accessing internet content on a TV, Google TV offers a simple approach that will appeal to mainstream segments who are interested, but who have a very low tolerance for technical complexity.
  • An Apps-based menu system will provide a familiar interface structure that consumers will find easy to learn and use, while an ecosystem of applications or widgets will provide value-added innovative elements and aid the discovery of new content sources.
  • Google has stated that all Google TV input devices will have a QWERTY keypad as well as a D-PAD and pointer. This meets the demands that we have consistently heard from consumers for a more appropriate human-machine interface to support easier searching for content.
  • Also, convergence over multiple Android devices could provide the type of seamless placeshifing opportunities (both within the home and beyond) that consumers desire, such as the ability to consume content in bed via a smartphone or tablet.

However, while these innovations may be useful to consumers, SA believes that for Google TV to provide a truly compelling experience, it must provide access to all of a user’s preferred content. Mass market consumers want a simple, one-stop shop where they can find all of their familiar content. Having a good quality sit-back experience with YouTube is nice to have, but consumers won’t pay simply for the extra convenience when they can access the same content on a laptop for free. Our research has found that mass market consumers are motivated to adopt digital media technology primarily for the convenience of being able to time-shift and configure their viewing around their lives. This fundamentally depends on them being able to manage access to their favorite content. They will not adopt unless all of their favorite shows are on the platform. Having an ecosystem of applications and the ability (potentially) to place-shift their content onto other compatible Android devices, are interesting innovations, but do not in themselves represent a viable value proposition without a broad range of familiar content. Available demonstrations suggest that Google TV will incorporate details of broadcast programs and content stored on the user’s DVR into its search results, thereby potentially providing a single point of access to all of the user’s content, whatever the source. While such integration is certainly a step in the right direction, we believe the critical question is whether Google TV will interface directly with broadcasters’ catch-up services. Doing so would provide a solution that meets the most important requirement of potential adopters – i.e. the ability to access all of their favorite content in one place at any time. See “Profiling the Connected Media Consumer: a Contextual Study” Kevin Nolan

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