TCL launches Android TV
TCL launched its first Android TV in the U.S. market. In part, TCL’s U.S. success has come through its long standing partnership with Roku which it will continue. To start, the company is offering only two Android TV models. The small screen displays (32 and 40 inch) will retail for under $200. The increase of smart’s in small displays has, in part, helped support the increase in connected TV households. TCL is looking to continue its success in this area with the addition of Android TV.
The NPD Take:
- Google, rumored to be creating a new streaming media player, is pushing back into the TV-connected device space in the U.S. The combination of a streaming device and TV OEM partnerships gives the company a greater chance of growing their share of TV-connected device households.
- Android for Operator, e.g. AT&T TV, furthers Google’s chance of making a dent in the U.S.
Quibi’s pushing into the living room
After adding Apple Airplay support last month, Quibi now sports Chromecast support too. The ability to watch TV on the TV is simply critical and as such this will help. However, most streaming occurs through devices such as Roku or Fire TV. A true TV experience will be needed for long term success.
The NPD Take:
- The new service faces a number of challenges beyond its TV presence, including a need for more must have programming and enhanced marketing.
- Just because mobile video viewing is growing doesn’t mean viewers want mobile only. Verizon learned that with Go90 and Quibi’s launch was hampered by the same strategy oversight.