Is Google TV Still Worth It in 2025? Here's What’s Going On

Google TV has evolved rapidly in recent years—but its future now looks uncertain. Despite a growing user base and increasing platform reach, Google TV is struggling where it matters most: profitability. The company has quietly changed how it works with video publishers, signaling bigger problems behind the scenes. If you’ve been wondering whether Google TV is still a viable smart TV platform in 2025, here’s what you need to know.

Google TV’s monetization strategy is changing fast

Until recently, Google required publishers on its smart TV platform to give up a portion of their ad inventory. This model mirrored what other smart TV platforms have done. However, Google surprised the industry by shifting to a revenue-share model instead—letting publishers sell their own ads and simply taking a cut. While this seems generous, it actually reveals a deeper issue: Google hasn’t been effective at selling ads on its own platform. It’s a sign the company is struggling to make Google TV financially sustainable.

Behind the scenes: Google TV is losing money

Sources close to the company say Google has been spending hundreds of millions of dollars each year on Google TV, without turning a profit. Despite the platform’s growth and integration with Android TV since 2014, its monetization efforts haven’t caught up. Google’s ad business is incredibly powerful overall, but that success hasn’t translated to the living room. Now, with rising operational costs and internal pressure to cut back, the company is being forced to reconsider just how much more it’s willing to invest in keeping Google TV competitive.

A crossroads moment for the smart TV giant

This isn’t just a money problem—it’s a strategic one. Smart TV platforms are a key battleground for controlling entertainment experiences, and competitors like Roku and Amazon are ramping up their own offerings. If Google decides to scale back support or pivot entirely, that could shake up the market and leave users in the lurch. For now, Google TV still offers value through its interface and integrations, but long-term support is far from guaranteed.

What this means for current and future users

If you’re already using Google TV or thinking about investing in a smart TV powered by the platform, it’s worth watching how things unfold. The experience remains solid today—but changes behind the curtain could affect app availability, advertising formats, and future software support. As Google recalibrates its priorities in the smart TV space, users and content creators alike should prepare for potential shifts in how the platform operates.