Adoption of the Google TV platform trails that of the Apple TV by a wide margin and now the search company may be ready to rebrand its television offerings under the Android moniker in an effort to spark consumer interest. Sources tell GigaOm that personnel within the search giant are already referring to the next generation of its television platform as “Android TV.” Google hasn’t announced any official rebranding but a recently-scheduled developer event in Seoul was officially called “Android TV Developer Day.” Meanwhile, a number of Google TV partners appear to have dropped the moniker from their products, instead saying that forthcoming offerings will be Android devices with access to “the latest Google services for TV.”
The rebranding would tie the struggling television platform to Google’s successful Android brand instead. A sizeable majority of the world’s smartphones and an increasing number of tablets currently run Android, and observers note that the brand name alone could get some consumers to take a longer look at Google-powered televisions.
Originally launched roughly three years ago, Google TV has struggled to gain traction in the market despite the Google executive, Eric Schmidt’s statement that by the summer of 2012, “the majority of the televisions you see in stores will have Google TV embedded.” Instead, the platform has been hobbled by its complicated set-up process and unwieldy controls. It also ran into resistance from content providers who were unfriendly to the idea of consumers being able to stream content from the web to their television sets.
In the meantime, Google appears to have lost some interest in its Google TV. Earlier this year, the company rolled out a new television dongle, a $35 media streaming device that captured the tech industry’s attention and has received mostly positive reviews. For this device, Google went away from the Google TV moniker, instead going with Chromecast, a name tied to its popular Chrome web browser.
The Apple TV set-top box on the other hand has enjoyed considerable success even though the Cupertino California company still deems the device a “beloved hobby.” Apple ended up selling more than five million Apple TV units in 2012 and the device enjoys support from many of the most popular networks on television. Apple TV grabbed 56% of the streaming device market in 2012, according to one study, with its near competitor being Roku at 21.5%. The same study noted that Google TV was “conspicuous in its absence” from the list of top players in the segment. Based on the study, it was estimated that fewer than one million total Google TV devices had been sold to date.