Notably, Amazon isn’t expected to update current Fire TV devices with Vega, Lowpass reported today.
Breaking away from Google
Amazon is not publicly saying so, but it would be smart for it to own the OS used in its proprietary streaming devices. Having full control over the OS running Fire streaming sticks, boxes, and TVs would give Amazon a stronger footing in one of the fastest-growing consumer tech markets. Seeking recurring revenue over hardware unit sales, TV industry players have been shifting focus toward software, and OS operators are seeing success in monetizing ads, tracking, and services.
Vega would also give Amazon greater flexibility and power in integrating Alexa+, the new generative AI voice assistant that it’s desperate to monetize, with its streaming devices. Because of the potential for generative AI to bring valuable smart TV capabilities, such as suggesting content based on conversational requests from viewers, Fire TVs may be one of Amazon’s best shots at making money from its AI assistant.
Lessening dependence on Google could also help Amazon expand its streaming business. In 2022, Amazon accused Google of preventing Android partners from creating third-party Fire TVs. Soon after, Protocol reported that Amazon and Google made a deal allowing some TV OEMs, like Hisense, to make Fire TVs. Google and Amazon never publicly confirmed such an agreement, but a proprietary OS would help Amazon break from any expectations that might have been set by Google.
Finally, running Android on streaming devices comes with unnecessary cruft, as the code required for smartphones is not needed in devices like smart TVs.
Lowpass cited three anonymous sources who claimed that Amazon will announce Vega OS for TVs at its devices event planned for New York City on Tuesday. However, Amazon has been expected to announce Vega before, but it has not.