Fire TV Stick, Apple TV, Google TV Streamer, Xiaomi Mi TV Stick… All these products today give an old TV a facelift, or simply offer features and a more pleasant interface than the operating system native to televisions. Another player would also like to make a place for itself in this environment: Sonos.
The specialist in connected speakers, soundbars and recently wireless headphones is reportedly considering embarking on the adventure next year. Bloomberg has been talking about it since November 2023, and the project still seems to be on track according to the latest information from The Verge.
In a blog post published on November 20, 2024, journalist Chris Welch first recalled that Sonos had formed a partnership with The Trade Desk last September. “The Trade Desk provides Sonos with the base connected TV operating system and facilitates agreements with app publishers, while Sonos designs its own hardware and customizes the user interface”he explains.
A new OS was also made official on November 20 by The Trade Desk: Ventura. Even if no images have been shared, the broad outlines of this operating system have been discussed. Stating that Ventura “solves the main problems posed by current OS”the company announces that it wants to simplify the advertising supply chain, better promote spaces promoting products and services, while offering an intuitive and less “frustrating” user experience than the competition.
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All this therefore remains quite vague regarding the finished Sonos product, even this still gives the areas of development envisaged for the platform. The project should still be solid, given that The Desk Trade is supported by big players in the streaming and entertainment market, including Disney, Paramount, Netflix, NBC Universal, CBS and Tubi.
According to The Vergewe would still be missing a “killer feature” that would convince consumers to take the step towards a TV box made by Sonos. Expected for 2025 at a price between $150 and $200, the box must be a success, especially when we know that the company has been trying as best it can to pick up the broken pieces for several months. We think in particular of the failure of its new application or its difficult introduction to the connected headset market.
“The Sonos of a year or two ago could have taken a gamble like that by launching into video. But the Sonos of the end of 2024, already losing momentum, had better have something very convincing in its pocket for it to make sense”concludes the American media. It now remains to be seen whether the company's efforts in this product category will be sufficient to turn the tide.
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