Google TVs gear up for subscription-based features
There are numerous TV manufacturers, including Sony, TCL, and Philips, relying on Google software to power their TV sets. Numerous TVs announced at CES 2025 will come with what Google calls Gemini Enhanced Google Assistant. The idea that this is something that people using Google TVs have requested is somewhat contradicted by Google Assistant interactions with TVs thus far being “somewhat limited,” per a Lowpass report.
Nevertheless, these TVs are adding far-field microphones so that they can hear commands directed at the voice assistant. For the first time, the voice assistant will include Google’s generative AI chatbot, Gemini, this year—another feature that TV users don’t typically ask for. Despite the lack of demand and the privacy concerns associated with microphones that can pick up audio from far away even when the TV is off, companies are still loading 2025 TVs with far-field mics to support Gemini. Notably, these TVs will likely allow the mics to be disabled, like you can with other TVs using far-field mics. But I still ponder about features/hardware that could have been implemented instead.
Google is also working toward having people pay a subscription fee to use Gemini on their TVs, PCWorld reported.
“For us, our biggest goal is to create enough value that yes, you would be willing to pay for [Gemini],” Google TV VP and GM Shalini Govil-Pai told the publication.
The executive pointed to future capabilities for the Gemini-driven Google Assistant on TVs, including asking it to “suggest a movie like Jurassic Park but suitable for young children” or to show “Bollywood movies that are similar to Mission: Impossible.”
She also pointed to future features like showing weather, top news stories, and upcoming calendar events when someone is near the TV, showing AI-generated news briefings, and the ability to respond to questions like “explain the solar system to a third-grader” with text, audio, and YouTube videos.
