Last week during Google’s Nexus 7 event, the search giant introduced a product that puts the company in a much better position to take on the living room. Google Chromecast allows Android, iOS and Chrome laptop users to wirelessly stream content to their television. After the horrendous Google TV from a few years back and the Nexus Q, Chromecast, at $35, vastly expands the future of living room streaming, creating a threat to cable companies and their bundle models.
Plugging into an HDMI port and a power supply, Chromecast streams content wirelessly from your smartphone, tablet or Chrome browser. However, it’s different from Apple’s AirPlay technology, which wirelessly mirrors content through your local network and allows for a second screen experience, depending on the app. Chromecast doesn’t do that – yet. Instead, whatever is being streamed, such as Netflix, Pandora or Google Music, gets sent up through Google’s cloud, which is then pushed to your TV through Chromecast. This method provides Google with more data and usage metrics on users, which they will undoubtably use for advertising, potentially through this device in the future. The method puts Google in control of delivering content, but requires a fast wi-fi network.
The price point adds a new flavor of competition in the attempts to reinvent the living room. Apple TV at $99, with access to iTunes, Netflix, HBO GO and a handful of other video sources is a steal. Rival Roku has a similar price tag with access to more video services, sans iTunes. Chromecast has the opportunity to make a solid imprint in the market with its low cost and ease of use. Most importantly, Google Play has a chance to grow and increase engagement.
How Google markets Chromecast is yet to be seen. They have been pushing Chrome heavily through TV advertisements, as the browser grows their vast array of user data, which is a treasure chest for advertisers. If Google wants to get serious, they have an opportunity to position Chromecast as the best entry-level way to stream content from devices to a TV. With the holidays around the corner, this device could be a boon.
