In the battle for living room dominance, Android TV now outpaces Apple tvOS. According to a new survey by Hub Entertainment Research, 14% of U.S. households use Android TV as their primary system, compared to 8% for Apple. That might not sound like much, but it's a clear lead in a space where few expect much action.
Still, that lead is more symbolic than substantial. Roku is the true leader with 37% of the primary streaming setup market, while Amazon’s Fire TV adds another 17%. Together, they account for over half of all surveyed households. So Google’s gain in this fight is more of an incremental step than a breakthrough.
What TV users care about: Simplicity, not suggestions
Despite the hype around smart TVs and recommendation engines, viewers mostly want one thing: a straightforward way to find content. Sixty percent of respondents said easy search is their top priority when looking for a new show. That’s more than double the 31% who said they wanted personalized suggestions.
But AI isn’t out of the picture. Some 28% want it used to cut the noise — specifically, to stop showing them recommendations they won’t like. That’s the kind of practical use case that might actually win trust, especially as home screens get more cluttered with logos and options.
Google TV is the top choice for TCL, a major player in the global and U.S. TV market, while Hisense and others also adopt Google TV. Additionally, Walmart, which acquired Vizio, sells Google TV sets and streaming devices. Previous data placed Google TV well behind Samsung’s Tizen in North America, but the difference may stem from the latest report including TV streaming players alongside just smart TV sets.
In the survey, users were asked, “[What] AI-powered TV feature would be most valuable to you?” The top response was “Exclude stuff you dislike,” followed closely by “finding similar stuff you’ll like” — features Google TV offers. Recent updates include the restocking of the Onn 4K Pro Google TV box, the introduction of Xgimi’s Elfin Flip Google TV projectors, and Gemini’s ability to control Google TV settings on select models.