The growing adoption of Android TV among Telcos and Pay-TV operators has opened up new opportunities, but also new challenges. Whether you're deploying your first custom Android TV launcher or aiming for consistency with your existing fleet, having the right development partner can make or break your success.
Today, most operators combine their set-top box (STB) offering with a Smart TV app strategy. Chances are, you’ll also have an existing user base on legacy devices that you’ll eventually want to migrate to your new Android TV user experience. Choosing a partner who can help you navigate this complexity in a cost-effective way is a strategic imperative.
Here’s what you’ll find in this guide to choosing the right Android TV development partner:
- Why partnerships matter in Android TV development
- Expertise in Android TV development
- Ability to advise on Android TV options and customization
- Seamless integration with backend systems
- Design expertise for balancing UX and Google compliance
- Futureproofing with a scalable Android TV strategy
- Strong project management and on-time delivery
- Choosing the right partner for your Android TV development
1. Why partnerships matter in Android TV development
Unlike mobile apps, any Android TV development project requires specialized expertise in set-top boxes (STBs), remote control navigation, and compliance with Google's ecosystem. Choosing the wrong partner can lead to clunky user experiences, performance issues, and costly delays.
So how do you find the right development partner? Wiztivi has over 18 years of experience helping leading telcos and Pay-TV providers like Vodafone, Orange, and Liberty Global build optimized TV solutions. This has allowed us to identify the key factors that contribute to a successful Android TV strategy: here are six essentials we suggest you look for to maximize the ROI of your Android TV project.
2. Expertise in Android TV development
This may sound obvious, but operators often make the mistake of assuming any Android developer can build for Android TV. However, the TV interface is fundamentally different from mobile and requires deep knowledge of:
- Remote control navigation: Unlike touchscreens, Android TV is navigated using directional keys, which affects UI design and usability.
- Content discovery and integration: TV interfaces must align with Google's requirements for search, recommendations, and integration with live TV services.
- Performance optimization for STBs: Memory constraints, hardware variations, and broadcast standards require specialized coding techniques.
What to look for: Choose a partner with a proven track record of designing and developing TV apps, custom launchers, and STB integrations. Ask for case studies that showcase their work with leading telcos and broadcasters.
3. Ability to advise on Android TV options and customization
Operators deploying Android TV will use one or more of the following approaches: a standard launcher, a custom launcher, or an OTT app.
- A standard launcher offers faster time-to-market.
- A custom launcher provides full brand control and UX enhancements but requires greater investment and compliance with Google's certification.
- An OTT App maximizes device reach and independence from hardware but lacks the immersive experience of a launcher.
Your development partner should help you understand how each approach will impact your timeline and costs, and support you in ensuring compliance with Google's evolving requirements.
What to look for: Your development partner should have experience building all types of Android TV apps and launchers that balance Google’s requirements with your unique branding and UX needs. Look for teams that can integrate features like voice search, personalized recommendations, and frictionless authentication.
4. Seamless integration with backend systems
For Telcos and Pay-TV providers, an Android TV strategy must go beyond the UI. It needs to integrate smoothly with existing infrastructure, including:
- Billing and authentication systems,
- Content management systems (CMS),
- Ad monetization platforms,
- Multi-screen and cross-device compatibility.
Poor backend integration can lead to service disruptions, login failures, and inconsistent user experiences across devices.
What to look for: A development partner with expertise in API integrations and backend synchronization across Android TV, legacy STBs, and other digital platforms. Ask for examples of successful implementations in similar ecosystems.
5. Design expertise for balancing UX and Google compliance
Android TV is a Google-powered ecosystem, meaning operators must adhere to strict compliance standards for:
- Google TV services integration (Assistant, Chromecast, Play Store),
- User interface guidelines,
- Security and performance benchmarks,
- STB certification processes.
Failure to meet Google’s certification can lead to delays, feature restrictions, or even rejection from the Play Store.
But your Android TV launcher or app is the shop window for your business. It needs to be both in keeping with your brand and consistent with all your apps on other devices. A well-integrated design system is important for creating a cohesive user experience and more streamlined development processes. It allows operators to reuse UI components across different devices while ensuring compliance with Google’s UX standards. A good development partner should help create a scalable Design System that evolves as your platform grows.
What to look for: Choose a development partner that leverages a unified design system while also understanding Google’s certification process so they can navigate requirements efficiently. Look for teams that have worked with certified Android TV Original Equipment Manufacturers (OEMs) and can streamline approval processes.
6. Futureproofing with a scalable Android TV strategy
Android TV is evolving rapidly, and your development partner should help you stay ahead of the curve. Future-proofing means:
- Supporting multiple device types (STBs, Smart TVs, mobiles),
- Ensuring cross-platform compatibility,
- Using scalable development frameworks that allow for iterative improvements,
- Adapting to upcoming Google updates.
Operators often maintain millions of legacy STBs in subscriber homes, making a full swap-out too costly. A smart Android TV strategy balances gradual migration while enhancing legacy experiences. The right development partner should support cross-platform standardization, allowing consistency of UX across old and new devices. This approach reduces churn and spreads costs over time.
What to look for: A development team that leverages modular frameworks like Wiztivi’s DANA Framework, which enables a single codebase for Android TV, Apple TV, and legacy devices. This ensures you can extend services without constant redevelopment.
7. Strong project management and on-time delivery
Android TV development is complex, often involving multiple teams, third-party vendors, and evolving requirements. Without structured project management, timelines can slip, costs can escalate, and quality can suffer.
What to look for: A partner with a clear project management methodology, including:
- Agile workflows for flexibility,
- Regular progress reports and testing cycles,
- Dedicated account managers to ensure smooth communication,
- Defined SLAs and post-launch support.
Timely delivery is crucial, especially for operators planning major launches tied to strategic business goals. Make sure your partner has a track record of delivering on time and within budget.
8. Choosing the right partner for your Android TV development
Selecting the right development partner for Android TV development is about more than just coding skills. You need a team with deep expertise in custom launchers, backend integrations, Google compliance, and scalable strategies.
The wrong choice could lead to costly missteps, while the right partner can ensure a smooth, high-performance experience for your customers.
Looking for expert guidance on Android TV development? Download our full e-guide to explore best practices and learn how the right partnerships can help you maximize the ROI of your Android TV project.
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