With competition heating up, Google makes its CTV business a "top priority"

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 26, 2021, 1:22 PM UTC

The company is preparing to launch a widespread marketing campaign for Google TV.

The article cites a report by The Information, as per which, Google’s CEO Sunder Pichai is prioritising the connected TV (CTV) business. Pichai, “made it clear” that CTVs are a “top priority” for Google after many felt that Google’s efforts with Chromecast and Android were “half-hearted.”

Also, Google increased the amount it is prepared to pay TV manufacturers to install its software on CTVs, to $10 to $15 per unit, as opposed to Roku's $7 to $8 per unit cost. As a result, TCL, a Chinese television manufacturer, has agreed to host Google TV on its devices.

Further, YouTube has threatened to remove its apps off Roku for new downloads after 9 December, as both parties negotiate a new distribution deal. Google TV was first launched in collaboration with Sony, Intel, and Logitech in 2010, which ultimately led to the roll out of Chromecast. However, the core features of both the products got merged in 2020, to make way for a new Google TV.

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