Sonos is rumored to be cooking up a swath of new hardware and expanding into a brand-new market: TV and video.
The company is planning to release a TV set-top box that would run streaming services by the end of the year or early 2025, people familiar with the matter told Bloomberg.
The device, code-named “Pinewood,” would run on its own Android-based operating system and serve as a central hub for a user’s other Sonos devices. For example, the box will offer Dolby Atmos and Dolby Vision, according to the report, which will create a more immersive viewing experience when paired with Sonos home speakers.
The box will be controlled via voice and the new Sonos app, according to the report.
If Sonos indeed releases a TV set-top box, it’s joining a crowded market that includes big names like Apple, Roku, Google’s Android TV, and more. As a newcomer, it will be challenging for Sonos’ box to compete with other established players — as it reportedly aims to. In addition, the report says Sonos plans to charge $150 to $200 for the set-top box, which is a great deal more expensive than other models already for sale.
Sonos has also reportedly spoken with cable companies about offering live TV and is exploring partnerships with streaming services like Netflix to build apps for its rumored set-top box.
The company might also be considering launching its own video service. If true, this would be another challenge for the company. Currently, the streaming industry is standing room only and even major players are struggling to make a profit.
A TV set-top box isn’t the only hardware Sonos has in the works, according to Bloomberg’s sources.
The company is planning to start selling $400 headphones, as well as developing amplifiers, in-ceiling speakers, a higher-end TV sound bar, subwoofers, and refreshing the portable Roam speaker and Era 100 speaker.
The product news comes after Sonos slashed jobs and reorganized its product development group last year, according to the report.
It’s unclear when Sonos’ plans for a TV set-top box will become public or how it will fare among competition if it’s released.
Sonos declined to comment.