After repeated failures, version 3 of Google TV is likely to enjoy greater success than its predecessors, and new partnerships could spell Google's success in the connected TV market. In addition to this new interface, Google boasts certain lesser-know assets which, when put together, could enable the company to eventually carve itself a central position in the connected TV market. This insight provides a segment by segment analysis of Google’s positioning and prospects in this emerging market.


advertising, advertising platform, audiovisual content, audiovisual devices, audiovisual production, cloud solutions, connected TV, data centers, distribution network, edge caching, OTT video services, paid video services, smartphones, tablets, television, television market, TV market, TV platform, TV sets, video apps, video distribution, video on demand, VOD, Android, Google, Google Analytics, Google CDN, Google Chrome, Google Data Center, Google Fiber, Google Fiber, Google Global Cache, Google Play, Google TV Ads, Google TV3, YouTube

This deliverable is part of the "Connected TV Distribution Watch, " which includes:
- A half-yearly updated database
- A half-yearly updated status report
- Quarterly market insights
- Direct access to media analysts

Table Of Contents


1. Key findings 5

2. Google and connected TV 6
2.1. Audiovisual consumption devices: Google's presence strengthened in devices other than TV sets 6
2.1.1. Moving away from television sets… 6
2.1.2. … and toward tablets and other devices 6
2.2. Platform: launch of Google TV3 7
2.2.1. New features 7
2.2.2. Video apps: disappointing so far 8
2.2.3. Deployment of Google interfaces for TV: the success of Android 8
2.3. Distribution 10
2.3.1. Data centers 10
2.3.2. Backbone and points of presence 10
2.3.3. Edge caching infrastructure: Google CDN 11
2.3.4. Cloud solutions 11
2.3.5. Google Fiber 11
2.4. Aggregation 12
2.4.1. YouTube 12
2.4.2. Google Play, generic apps and VOD offering 16
2.5. YouTube enters the original audiovisual production market 16

3. An almost exclusively ad-based business model 17
3.1. Google, revenues of 50 billion USD in 2012 17
3.2. Different advertising formats for video 18
3.3. Powerful analysis tools: Google Analytics 19
3.4. Diversification toward paid systems 21
3.4.1. The Google Play app store 21
3.4.2. Launch of YouTube subscription channels 21

4. A much broader positioning in connected TV than just Google TV 22
4.1. A priority target: the 18-34 year olds and "Generation C" 22
4.2. Google, becoming an essential player in connected TV? 23
4.2.1. Google has had failures on the TV market, but remains undeterred so far 23
4.2.2. Duality between niche markets and the mass market 23
4.2.3. Google moving vertically in video distribution with complementary assets 24


Table 1: Google TV devices 8
Table 2: Examples of Android connected TV devices 9
Table 3: YouTube's original Content offerings 16
Table 4: SWOT Analysis of Google within connected TV 23


Figure 1: Google TV: set-top box or integrated into the TV 7
Figure 2: Comparison between Equiso and alternative connected TV streaming solutions 9
Figure 3: Change in Google's CAPEX 10
Figure 4: Google's points of presence network 11
Figure 5: Google Fiber 12
Figure 6: YouTube partnerships on TV 13
Figure 7: YouTube on TV 14
Figure 8: 3D and 4K video on YouTube 14
Figure 9: Top 1,000 YouTube channels 15
Figure 10: YouTube's 54 paid channels 15
Figure 11: Google Play in Figures 16
Figure 12: Growth in Google's revenues 17
Figure 13: Estimate of YouTube's advertising revenue 18
Figure 14: Google TV Ads potential audience, Q1 2012 18
Figure 15: Features of Google Analytics 19
Figure 16: The major characteristics of Generation C with YouTube 22
Figure 17: Google's positioning in connected TV 24

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