Rethink, a UK-based analytical agency, recently released a five-year forecast report on "TV voice control", predicting the shipment of television equipment equipped with remote control voice control functions between 2017 and 2022.
Voice control for pay-TV services will come to the fore in many interactive ways, but the mainstream approach in the next few years may still rely on the remote-control's near-field voice. According to Rethink, by 2020, approximately 143 million households (currently 21.3 million) will use voice technology provided by operators.
However, video voice control will never stop there. This figure does not include millions of households that use voice control functions through remote controllers, voice assistants, or third-party devices that integrate Alexa and Google Voice.
Voice becomes a platform
The current mainstream economic model comes from companies such as Amazon. Amazon's Alexa-Echo voice device portfolio is gaining significant market share. Ultimately, market leaders will charge partner companies for the use of AI and natural speech engines. Google clearly realized that it was two years behind Amazon and gave up the opportunity between 2014 and 2016.
Amazon Smart Voice Device
Rethink believes that voice is like Apple’s app store, which is a way for services to be seen by the market, and those services will take a part of the revenue to pay for this voice channel.
Amazon Alexa wants to solicit more services (technologies), but we think Amazon will charge for service delivery "skills." For example, Alexa will provide users with a low-cost taxi service from Uber when the outside is feeling that it is raining, and the platform will charge Uber a fee.
A market for cities
Although Amazon is currently at the forefront of the US voice market, global pay-TV operators are competing with it, and Google, Apple, and other Internet companies are also striving for the dominant position.
Therefore, a voice remote controller appeared on the market. Over 21 million voice remotes have suddenly emerged in the last two years and have been widely used. The first device was introduced by Comcast in 2015.
Rethink predicts that by 2022, the number of such devices will be close to 143 million, half of which will be used in the North American market, and most are in the United States.
This market is not economically a large-scale market, so Rethink did not forecast revenues but forecasted the number of equipment.
Early adopters of television voice remote control included Comcast (2015) and Dish Networks (January 2017) in the United States, and AT&T will also launch equipment providing this service in early 2018.
Comcast TV Remote Controller
In Canada, licensees of Comcast X1 Xfinity set-top boxes will also launch TV voice remotes. In the spring of 2017, Telus introduced its own service, called Pik TV remote control, using Google Voice technology. The Canadian cable company Cogeco will also build its own system around TiVo technology and may use Nuance natural language processing technology.
Market performance in different regions
Globally, France, Switzerland, Spain, the United Kingdom, Germany, Italy, Portugal, Japan, South Korea, and Australia are all doing further research and development.
The voice remote control will be first developed in a mature market, where it has a higher tolerance for additional costs, such as the United States, Western Europe and Japan, South Korea and Australia. The higher the average revenue per user (ARPU), pay-TV operators can more easily increase this feature.
The BRIC countries (Brazil, Russia, India, and China) will not be dominant in this market, and will not be in the next five years at least.
Compared to native systems, these markets are more likely to accept the use of intelligent voice assistants in pay-TV. For example, the Chinese voice market is currently dominated by Internet giants, and Alibaba’s Lynx, Tencent Qrobot and other products have appeared.
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