The Google TV Streamer represents a major change in Google’s media streaming strategy, as the company has effectively discontinued the Chromecast brand after its successful eleven-year run and 100 million units sold. We won’t get into the weeds too much here since we’ve discussed the Chromecast’s legacy at length in the past, but let’s just say for many of us, the Chromecast was our first taste of the future of TV streaming. It allowed us to suddenly access our shows, movies, and even some games on our TV by simply casting the experience over to the big screen from our phones.
That’s why I was immediately taken aback when I heard Google was axing the Chromecast branding with its new streaming device. Still, the Chromecast brand had shifted away from its roots, and so part of me also felt a rebrand made a lot of sense, even if I’m not a fan of the new name at all. I’ll admit Google TV Streamer is an apt description, but it’s also very generic and… meh.
Is killing off the Chromecast branding a good idea? Initially, I felt that killing off this iconic brand was a very bad idea, but upon further reflection, I find myself a bit torn. Is Google making a mistake with by off the Chromecast brand?
- Yes, I prefer the old brand and budget-oriented direction. – 61%
- Possibly. I see why they did it, but I don’t like the change. – 28%
- No, I think it was inevitable. – 11%
- Other (tell us in the comments). – 0%
Why killing off the Chromecast brand is a bad idea
As I mentioned briefly above, for many of us, a Chromecast was the first streaming device we ever owned. This included many Apple users as well. While the Apple TV box already existed in some form, it couldn’t compete with the impulse pricing of the first Chromecast at just $35. Google’s casting protocol was OS-agnostic and supported by many apps on both Android and iOS, making it a convenient bridge for all mobile users who wanted a cheap smart TV fix.
I admit this is a small, anecdotal sampling, but I also spent a little time lurking around the Chromecast subreddit and found a reasonable amount of recent chatter from iPhone and Android users who are still involved in the ecosystem. Why does this matter? It’s clear that there are not only Chromecast fans still out there; there are even Apple users who still recognize the Chromecast as a viable alternative to Apple’s in-house box, some of whom are still rocking Chromecasts that don’t necessarily have the modern Google TV UI. By ditching the Chromecast brand and bumping the price by $50, the Google TV Streamer is arguably starting all over with a new target audience. Will it work? Will these users all move on to a newfangled ‘Google TV Streamer?’ That’s less clear, but what is obvious is that the current cast protocol still has its fans, even if it’s not perfect. Plus, Google Cast doesn’t necessarily present itself as a heavy Google-centric experience the way that Google TV does. As a result, I’d wager the Chromecast brand might be less alienating to Apple users.