The paid set-top TV landscape is certainly changing, and one research group expects Google’s Android TV platform to come out on top in the coming years. Rethink Technology Research’s report suggests the smart TV platform will triumph by riding on waves of increasing success in the Asia-Pacific, European, and Latin American regions.
The report, titled How to Survive the Set Top Box Endgame, describes a volatile landscape among set top box competitors, with a handful of options outlasting the competition to vie for dominance in the market. For Google’s Android TV, the research firm said it expects the platform to command 24 percent of the pay TV subscriptions worldwide.
While the firm expects big wins in the Asia-Pacific region — an estimated 161 million subscribers by 2025 — it’s not expecting Android TV to make as big a leap in North America, where RDK powers a number of platforms, including devices from Comcast. Meanwhile, Android TV is predicted to reach 42.9 million customers in Europe during the same time frame.
Despite the expected gains, Rethink still expects Huawei’s HarmonyOS to take the lead in China, reaching a predicted 28 percent of the market versus Android TV’s 14 percent. The firm also expects Huawei to own three-fourths of China’s smart TV OS market by 2025.
Overall, Rethink expects a significant thinning in the number of set top box competitors over the coming years, with Android TV coming out on top. Considering Google’s aggressive plans for Android TV, including a rumored Chromecast Ultra with support for the smart TV operating system, it’ll be interesting to see how the platform fares in the near-future.
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