ROGER IRWIN

Image Source: GOOGLE

6 days ago, Google began adding hundreds of free channels to its preexisting FAST streaming interface: Google TV. Google claims that they have “more TV channels in one place than any other Smart TV platform”. In total, there will be 800 channels including news channels from names such as CBS, NBC, ABC, and Fox. Previously Google TV had the existing slate of channels from Pluto TV, and will now be incorporating access to channels from Tubi, Plex, and Haystack News. Google will also be creating its own channels which anyone can watch without even downloading or launching an app. Lastly, Google will also be including channels from around the world with more than ten different languages such as Japanese, Hindi, and Spanish.

Features such as the Live Guide will also let people search by topic, genre, live programming, and can include subscriptions to premium TV streaming services.

While these features are currently intended for Android TV software, Google has already made the commitment to incorporate this software into other Android TV devices. These could potentially include Nvidia Shield TV’s or other Android TV-based hardware.

Smart TV subscriber growth and adoption rates indicate the emerging potential for FAST TV to revolutionize TV streaming. The technology is already adopted by roughly 70% of the US population:

According to the below statistic from S&P Global Market Intelligence Google currently has control over the streaming interface through a quarter of all TV’s:

Now, Google has access to roughly 17% of the 230 million TV’s that can stream. Since Google is targeting a broader range of partnerships across different Television hardware companies, they will most likely get their software into more and more homes. It is expected that their percent of US and international screens will be sure to rise.

Similar to when Google revolutionized the entire internet with its implementation of SEO and Google advertising services, I speculate that we are entering the next iteration of commercial advertising in relation to “linear” TV. Google will have an understanding of where attention can be best commodified in FAST streaming. I expect that Google has already developed a strategic model for advertising in this new streaming frontier.

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