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Voice assistants are becoming a ubiquitous part of the smart home, and the ability to control the home TV with voice is an integral part of that.


  • Amazon has a multipronged strategy, allowing TV operators and STB vendors to link set-top boxes (STBs) to external Alexa-enabled devices and to embed Alexa capabilities into STBs.
  • Google is forecast to have the highest number of STBs with native voice-assistant usability, thanks to the rise and the expected uptake of Android TV.
  • Tier-1 operators in Western Europe and North America are investing in proprietary voice control solutions, with microphones embedded typically within the TV remote control.

Features and Benefits

  • Highlights the level of integration possible between voice assistants and STBs.
  • Evaluates the options available for operators and vendors wanting to deploy voice AI within STBs and other devices such as TV remote controls and smart TVs.

Key questions answered

  • Proprietary voice control versus working with Amazon or Google: What should operators decide?
  • Will voice control ever replace the TV remote control?
  • What is the voice AI market expected to look like in five years?

Table of contents

Ovum view

  • Summary
  • Voice and remote control: Coexistence will become the norm
  • Proprietary voice control versus working with Amazon or Google: What should operators decide?


  • Further reading
  • Author

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