In our third Research Brief devoted to Connected TV and over-the-top (OTT) content, we examine the characteristics and chances for Google TV. While the video market is exploding, new players enter the market and convergent offerings contribute to complexity. The most important driver for OTT, or the Connected TV, is the growing amount of available content. The couch potato issue is OTT's fiercest inhibitor. Google TV is an open platform that is brought to market with a large number of heavyweights in several sectors. It is more of a partner than a competitor to operators. Being a platform, it keeps all options open in the discussion around the ideal location for this technology, whether in a box or in the TV. The user interface is still undecided, and Google itself has amassed an impressive array of content and applications that are waiting to be brought to the Big Screen.
