Sonos is said to be developing a set-top box for video streaming, codenamed Pinewood. This device is expected to feature a universal streaming interface that will allow users to access content from platforms such as Netflix, HBO Max, and Disney+. The anticipated retail price for the media streamer is projected to be between $200 and $400, and it will have the capability to wirelessly transmit audio to Sonos speakers.
Sonos was once at the forefront of audio streaming innovation. However, in recent times, the company appears to have lost its direction. Last year, it introduced a new app that received overwhelmingly negative feedback, leading to the departure of CEO Patrick Spence. Meanwhile, Sonos seems to be gearing up to enter a completely new market: video streaming devices. Reports indicate that the company is developing a device known as Pinewood, although it has yet to be seen in public. This device is designed to serve as both a streaming hub and a sophisticated audio controller, marking a shift from Sonos’ traditional emphasis on audio products.
Is this a natural progression for Sonos, or does it represent a perilous overreach in a saturated market? With major players like Apple, Amazon, Google, and Roku already dominating the streaming landscape, can Sonos provide a distinctive offering? More critically, will consumers be inclined to invest in it? Video streaming presents a fundamentally different challenge compared to audio streaming.
While speculation abounds, numerous questions remain unanswered. What operating system might Sonos select? Reports suggest that the company is collaborating with an advertising technology firm called The Trade Desk to create an Android-based streaming OS. A significant concern is the potential for ad integration, particularly since the Sonos app is well-regarded for its premium, ad-free experience. Will Sonos conform to the trend of incorporating advertisements into its platform?
Ultimately, the key question is whether Sonos is pursuing the right path. As noted, the video streaming sector is fiercely competitive, with established giants like Apple, Google, Amazon, and Roku already in place. The anticipated Pinewood device will need to deliver something exceptional to warrant its introduction, beyond merely enhancing compatibility with Sonos’ existing speakers.
To be continued…
