Google's ongoing battle with Apple, Roku and Amazon for your television is heating.
Android TV, the search giant's set-top box and smart TV platform, is currently being used by more than tens of millions of consumers, according to the company. This is different from Google's Chromecast streaming device, which only lets users throw media from their smartphone to their TV. Android TV is a full-featured operating system that allows users to download apps and use other Google-powered services on their televisions.
The operating system for the TV is being used by more than 100 global pay-TV operators, according to Google's senior director of project management for Android TV, Shalini Govil-Pai. Talking to, he said that half of Android TV users are streaming on devices made by companies that work with Google.
While a majority of Android TV users are in Europe and Asia, it can soon change. DirecTV is preparing to launch a new set-top box next year for its US Live Streaming subscription service that will run on the operating system. Tivo also has an Android TV-run set-top box in the works.
The first Android TV was unveiled in 201
The operating system allows voice commands, with selected devices equipped with Google Assistant features. It also comes with Google Cast, which allows users to "throw" the media from their phones to their television, much like the Chromecast.
Despite Google's support, Android TV is something of an underdog. Companies like Roku, Amazon and Apple all have a strong foothold in the set-top box world. Roku and Amazon's Fire TV software, for example, runs many of the best-selling smart TVs.
In September, there were currently 22 million active users. According to eMarketer estimates, Amazon's Fire TV is behind.
But even with regard to an already crowded space, Google has an edge. The company's Chromecast streaming device is a big hit, with around as many users as the Amazon media player options. And despite its scanty hardware rollout last year, Android TV's consumer base, Google claimed in May.