NVIDIA joins battle for the living room

DetailsJoseph O'Halloran | 04 June 2015

Leading analyst Juniper Research is tipping video and graphics firm NVIDIA to gain traction as a provider of CE in the expanding over-the-top (OTT) and on-demand markets.

NVIDIA shieldIn a research note, the analyst observes that NVIDIA stands poised to take advantage of the growing trend towards tuning previously 'dumb' TVs connected via set-top boxes (STBs), consoles, and streaming sticks. It adds that the launch of the company's shield product at the recent Google I/O developer conference, means that NVIDIA is taking aim at not just the STB market, but also at the console giants such as Microsoft's Xbox, and Sony's PlayStation.

Juniper observes that both of the aforementioned have seen considerable popularity not just within gaming, but also with the streaming and downloading of OTT and video-on-demand (VOD) content. The Shield use a NVIDIA Tegra X1 processor which the company claims enables it to deliver up to 25 times the performance of one of its rival STBs and Shield owners also have access to the Google Play store, as well as applications on the device for OTT services such as Netflix and Hulu.

Juniper believes that the uptake of this device will be interesting as it appears to be targeting a middle market; those who wish to connect TVs to Internet content can do so through much cheaper STBs which offer similar features. It points out that currently Shield does not offer the wealth of major next-gen titles that Xbox and PlayStation have made available to consumers, however it does offer high-end cloud gaming through NVIDIA's 'Grid' delivery system. Juniper expects it to see popularity with families and casual gamers- those who wish to use its TV and download features, as well as purchase games on-demand.