When Smart TVs were first introduced, consumers lined up to buy them because they came with the convenience of Netflix and Hulu built in. But this also meant that customers were beholden to using those services, and also did not have access to the full range of apps and widgets for different types of activities like gaming and shopping. The introduction of AndroidTV gave users access to the GooglePlay store, enabling them to scale and customize their experience. AndroidTV and other streaming media systems now available allow for the scalability and flexibility that customers are demanding of their OTT and entertainment experience.

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