After a decade of streaming, Google pulls the plug on its Chromecast family of devices.

Google isn’t giving up on streaming hardware however. The company will still compete with AppleTV 4K and Firesticks with the Google Streamer.

The Chromecast debuted in 2013 after Apple proved its hobby, Apple TV, was a viable business unto itself. After Apple proved consumers would be a separate Internet set top box the Chromecast entered at a cheaper and more Googley, $25.

What Happened to Streaming Set Top Boxes?

Covid. In 2020, more people stayed home, and TVs began to dramatically decline in price. The price differential between flat panels and Smart TVs went to zero and many, many more folks would Netflix through TV apps instead of AppleTVs, Firesticks, and Chromecasts.

Fast forward 4 years, and most consumers are getting content from multiple apps that are easily installed on their TV. A shift to this model makes the hardware less attractive unless you’re at the extremely app-deprived on the TV end where the Firestick is still a contender.

Streaming with Gemini

Google is baking Gemini into the Google Streamer. El Goog thinks linking your TV with your Google Nest and other smart home controls is the real place to be inside the home. This fits in with Google’s overall Smart strategy.

The device will also be priced to compete with the 4K nichified Apple TV. At $99, Streamer will have increased performance, smarter software, and more capability.

It’ll be interesting to see how this works. Google Home isn’t the best piece of unifying software. I’ve been disappointed with Google Home’s interconnectivity with the Nest and the setup took a few goes to get right.

We’ll see how it goes.