The Future of TV and Streaming: Key Takeaways from the Google TV Summit APAC 2024

The Google TV Summit APAC 2024, held in Bangkok on October 15-16, brought together over 1,100 industry leaders and experts from more than 340 companies in television, streaming, digital media, and advertising. As participants, we experienced discussions about the future of TV and streaming, both in the Asia-Pacific region and globally, with a focus on technological innovations and evolving viewer behaviors. Major topics covered included artificial intelligence (AI), smart home integration, and the transformation of TV into a central hub for connected living. Here’s a look at the key insights from the summit:
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AI-Driven Personalization:
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AI is at the forefront of enhancing user engagement by refining content recommendations and enabling natural voice-activated interactions. Google’s "AI-first" strategy for Google TV and Android TV focuses on delivering personalized user experiences, conversational interfaces, and advanced content discovery using voice commands. The goal is to make TV a more interactive, customized platform that aligns with individual preferences.
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TV as the Smart Home Hub:
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Several sessions highlighted the evolution of TVs into smart home control centers, integrating seamlessly with IoT devices such as smart cameras, lighting systems, and thermostats. The adoption of standards like Matter and Thread is essential for better interoperability across smart home products. Major brands like LG and Samsung are heavily investing in making TVs the cornerstone of connected home ecosystems.
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Platform Enhancements and Multi-Device Integration:
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Updates to the Android TV platform are aimed at incorporating features from the wider Android ecosystem, such as support for cameras, wearables, and audio devices. These enhancements provide a unified user experience across connected devices, reinforcing the TV's role as the primary interface for content access and smart home management.
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Advanced Advertising Strategies:
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With the growing significance of ad-supported streaming models, discussions explored how programmatic TV and data analytics can deliver dynamic, targeted advertising. This approach not only improves campaign effectiveness but also unlocks new monetization opportunities for streaming platforms and broadcasters.
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Growth and Market Trends:

• Android TV Growth: Over 270 million monthly active Android TV devices, reflecting a 47% year-over-year growth rate.
• Key Investment Areas: Investments are focused on generative AI (e.g., Gemini), smart home integration, always-on/ambient modes, and deeper content app integrations.
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Emerging Trends in TV and Smart Home Convergence:
The summit emphasized a shift from traditional TV viewing to interactive, multi-functional use cases. This transformation includes using TVs to control smart home devices, marking a significant change from passive content consumption to active engagement with the surrounding environment.
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How 3Ready Supports Broadcasters and Operators:
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3Ready offers a robust solution for operators and broadcasters aiming to stay ahead in the rapidly evolving TV and streaming landscape:

• Personalization and AI Integration: In partnership with industry leaders, 3Ready enables operators to deliver hyper-personalized content across a range of devices, integrating smart home functionalities and AI-driven recommendations.
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• Multiscreen Viewing Experience: The platform supports seamless content delivery across all device types, including set-top boxes (STBs), Smart TVs, mobile devices, web, XR headsets, smart glasses, smart speakers, and in-car platforms, ensuring a consistent and engaging user experience.
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• Smart Home Connectivity: As TVs increasingly serve as smart home hubs, 3Ready facilitates integration with IoT devices, empowering users to manage their connected home environment directly from their TV interface.
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Conclusion:
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The Google TV Summit APAC 2024 showcased a future where television is evolving from a content platform into a multi-functional, interactive hub supporting smart home integration, AI, and immersive experiences. By embracing these innovations, the TV industry is poised to reshape the entertainment landscape. 3Ready empowers broadcasters and operators to capitalize on these trends, delivering cutting-edge experiences that meet modern viewer demands and explore new monetization strategies.

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