Television is unrecognisable from ten years ago, and the advent of Android TV has played a significant role in this transformation. Huge players such as Amazon, Huawei, Roku and Google entered the TV market. They quickly progressed what had been a fairly stagnant medium (from a consumer perspective) for years up until then.
TV users, spurred on by relentless digital transformation and the exponential growth of smartphone usage, began to demand new and more personalised services, with voice controls, tailored content recommendations and cross-device ubiquity thrown into the mix.
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One of these players – Google’s Android TV – has seen huge growth in recent years. In 2020 alone it grew by more than 80%, and as of January 2022, it reported having 110 million monthly active users – with some experts predicting it will be the dominant OS by 2026.
This promising growth shows no signs of slowing down and presents a gigantic opportunity for forward-thinking operators wanting to reach new customers and audiences.
Businesses are beginning to realise the scale of the opportunity available, with the number of projects executed through Android TV’s Operator Tier going from eight to 160 between 2016 and 2020, and now reaching over 250 globally – including the likes of Verizon, AT&T TV and TiVo.
So how can you take advantage of this huge growth and potential? How, as an operator or box manufacturer, can you launch on Android TV in a fast and cost-effective way?
In this article, we will address the following topics, detailing the advantages and disadvantages of each solution:
Android TV is a platform for smart TVs and set-top boxes (STBs). Straight out of the box it offers app store connection, voice control, personalised content and a rigorously tested user interface (UI).
For operators keen to get started, we will first explore the advantages and disadvantages of deploying an original equipment manufacturer (OEM) device with the standard launcher.
As an operator, you want to add value with a linear or non-linear video offer. The standard launcher does not allow operators to integrate their content into its interface, which means an app must be developed.
This app can be pre-installed in the launcher and the user cannot uninstall it. You can also configure to launch on startup. However, the app does not replace the portal which retains the system functions: access to the play store, other apps, settings, notifications and global search. Below are some of the benefits and disadvantages of the standard launcher.
In 2016, Google launched the Android TV Operator Tier certification programme. Billed as a way to create state-of-the-art services with optimised UX, developers can reimagine a UI that is more aligned with their brand, as well as change the boot screen, manage user accounts, facilitate billing and monitor analytics.
The Operator Tier programme allows TV operators to replace the Android TV standard launcher with a fully custom launcher.
This goes beyond just simple customisation, allowing total cross-device synergy between the TV operator and Android TV, providing visual and ergonomic consistency, and opening up a wide range of options to developers; including easy integration with third party apps and other Google-powered systems such as Google Home and Google Assistant. Google’s design principles for Android TV can be found here.
It is important to note, however, that Operator Tier has a strict criteria for operator eligibility. The Operator Tier eligibility is based on a subscription-based linear TV business on a branded STB. If you don’t have a linear Pay TV offer (for example, you have only a SVOD service), you will only be allowed to deploy an app instead of a launcher.
There are numerous benefits to creating a custom launcher for your Android TV offering. These include:
It is important to note, however, that many of these disadvantages can be solved by using an off-the-shelf product integrating all Google requirements and already deployed by other operators.
Creating an OTT app is a great way to maintain total control over your brand identity and achieve the widest possible reach across devices.
Provided you can get users to install your app, there are many advantages to be aware of:
Remember that developing for STB or an OTT app is not an either/or scenario. Your choice will depend on timescales, budget constraints, target audience and future growth plans.
Google has done a great job of making the transition to Android easy. However, your choice of development pathways is still difficult.
STB or no STB? App or no app?
The Android TV ecosystem is a complex, ever-changing environment that requires dedicated technical expertise and ongoing support. You also need strategic insight and advisors that can help you create a realistic roadmap and manage your relationship with Google.
Although Google provides a complete integrated development environment (IDE), the realisation of launcher-type applications require ergonomic and technical expertise, including but certainly not limited to: the integration of video back-ends, multi DRM and multi-stream management, hybrid DVB, IPTV and the ongoing maintenance of the launcher.
For operators, choosing a technical partner with experience in STB launchers is crucial to success.
Wiztivi has a long track record of helping large-scale operators create STB and OTT offerings. We have launched more than 300 services on five continents, becoming world-leading specialists in cross-platform user experiences.
Interested in how we can help? Discover our user interface product with its no-code management console, our get in touch for an initial chat.