A long-awaited streaming video device being developed by Sonos will likely run a variant of Android TV that includes a unique user interface powered by an advertising platform, according to at least two reports.
This week, tech publication The Verge said the device, internally called Pinewood, will likely cost between $200 and $400 when it debuts in the coming months.
If that price holds true, it would be one of the most-expensive streaming TV gadgets on the market, besting the likes of comparable video devices made by Apple and Roku and costing more than some ultra high-definition smart TVs.
Last year, reporter Janko Roettgers revealed plans by advertising powerhouse The Trade Desk to develop and launch its own connected TV platform — something the company affirmed in November. Reports soon emerged that a device built by Sonos was to be the first running the operating system being developed by The Trade Desk, with few other details released.
Based on The Verge’s reporting, Pinewood is that device. The gadget is expected to offer a “unified software experience” by allowing universal search across a handful of third party streaming apps, including Netflix, Max and Disney Plus, supported by a custom user interface that reporter Chris Welch described as “beautiful,” based on descriptions relayed by unnamed sources.
Pinewood — or whatever Sonos decides to call it — will not be the first Android TV-based box to offer a custom interface and universal search. For years, Amazon has offered its own streaming TV devices under the Fire TV brand; the devices run Fire OS, which is derived from Android TV. Nvidia, TiVo and Walmart’s Onn brand also sell Android TV boxes, some of which include custom universal search apps or other features that distinguish itself from other Android TV streamers.
Pinewood will set itself apart in a number of ways: The device is expected to work seamlessly with Sonos-branded smart speakers, and allow users to operate their speakers as satellites that, when paired with a soundbar, offer true surround sound. The device is also expected to ship with multiple HDMI inputs, allowing users to connect different devices like computers, tablets, game consoles and even a Roku streamer, and switch between them.
The Verge said Pinewood serving as an HDMI switcher has a practical purpose: Some TV sets do not play nicely with Sonos soundbars and speakers, and a few models are known to have audio sync issues with whatever is displayed on screen. Having Pinewood work as the centralized hub for all HDMI-based inputs gives Sonos greater control over the user experience and eliminates many of the technical challenges in getting the company’s speakers to work with various TV sets on the market.
It also gives Sonos and The Trade Desk a way to target streamers with advertising, in a way that both companies control. For years, The Trade Desk has worked with other companies — including Roku — to launch connected TV campaigns. But The Trade Desk has little control over how advertising is displayed on those devices, and the company’s CEO affirmed in an interview last year that he felt streaming platforms have a “conflict of interest” in the advertising sector because they also own and distribute content.
The company’s advertising reach might be limited if it charges nearly four times as much for Pinewood compared to the cost of Roku’s high-end device, the Roku Ultra, which retails for $100.
