According to DIGITIMES Research, a market research organization, the smart phone platform was officially expanded to connected TVs after Google and Apple announced the launch of TV-related products. Google’s Google TV uses Android as the operating system and introduces the Android Market to connected TVs. Apple's Apple TV also uses the same iOS platform as the iPhone. Although it is temporarily used for simple applications, the chance for the Apps Store to enter Apple TV is still large.
Luo Huilong, project manager of DIGITIMES Research, stated that before the smartphone platform stepped into the television industry, the networking function had become the mainstream TV equipment in the US market. However, these connected TVs led by hardware manufacturers are connected to the network under the original product architecture. Each platform is incompatible, networking functions are limited, and there is less content. For viewers, connected TVs can only supplement the original pay-TV service.
The entry of smartphone platforms into the connected television field will improve the shortcomings of the original connected TV model. In particular, the app store model will attract different types of copyright holders to networked television services and encourage more consumers to purchase connected TVs. However, Luo Huilong believes that due to the close integration of the traditional film and television industry supply chain, whether the effect of the recent smart phone in the mobile phone industry can be expanded through the smart phone platform and copied to the television industry will be covered by the content in the film supply chain. Changes in the relationship between pathways are determined.