Skip to main content

Google’s reason for ending the Chromecast makes sense, but there’s an obvious problem

With the launch of the Google TV Streamer earlier this week, the wildly successful Chromecast was put to rest, with the company confirming the device won’t be made anymore. Google’s reason for doing so makes sense, but does it really align with reality?


This issue of 9to5Google Weekender is a part of 9to5Google’s rebooted newsletter that highlights the biggest Google stories with added commentary and other tidbits. Sign up here to get it delivered to your inbox early!


The appeal of the Chromecast back in 2013 was that it was a super-cheap, very simple way to get your TV connected to the internet to watch content. No remote needed, and no apps either. It was all done through your phone rather than the TV itself.

That idea was born out of a time when smart TVs were still uncommon, so a cheap HDMI dongle to upgrade a TV made a big impact. But that’s met with the law of diminishing returns over the past 11 years. Even four years ago when the Chromecast with Google TV first launched, smart TVs were pretty ubiquitous, so a cheap dongle that offered a different way to access streaming apps wasn’t really needed for all users.

At this point, Google sees the main purpose of an external streaming device to be to improve the experience over what your TV already offers, and to act as more of a hub for the smart home. For the most part, your smart TV is just going to be as good as what a cheap Chromecast can really deliver.

And, on paper, that makes total sense.

Even the best smart TVs aren’t going to perform as well as a “premium” streaming device. For instance, the Shield TV and Apple TV are generally going to blow any smart TV’s performance out of the water. And that’s where Google is focusing now. On a device that actually improves the experience of using your TV.

That’s something that the Chromecast with Google TV didn’t really do. While Google’s dongle was updated more often and was perhaps a little more stable than your average smart TV, it wasn’t really an upgrade in terms of providing a faster experience, and also lacked enough storage to even have room for more apps. Even a cheap TCL or Hisense set with Google TV would often has twice as much storage and run a little faster after waking up from sleep, as we’ve brought out in reviews.

Lately, I’ve been using a Hisense U7G in my living room, and it’s a great example of Google’s point. This TV has plenty of horsepower and storage, and runs really well. It’s significantly faster than even a brand new Chromecast, and not too far behind the Shield TV I was previously using.

But my concern with Google’s reasoning, and more so its decision to just kill the Chromecast altogether, is that not everyone is buying a high-end smart TV.

The low-end options, especially the ones under $300, tend to be slow and inconsistent. Sometimes they’re fast, sometimes they’re unusably slow. There are exceptions, of course, but these are on average a rough experience. That’s where a $30 or $50 dongle can really play a role in delivering a meaningful upgrade. If you spent $300 on a TV, $30 or $50 is unquestionably worthwhile. But a $100 set-top box? That’s a harder argument.

In a poll we ran with the 9to5Google audience this week, just shy of half of those answering said they did use the apps built into their TV, while around 25% said they used a Chromecast or Fire TV Stick. Just 20% said they used a high-end streamer like the Nvidia Shield TV or Apple TV.

I think it will be interesting to see how long the Chromecast sticks around as Google lets the remaining stock drain. I’m sure it’ll be at least a few months, but when it goes out of stock, there will be a bit of a gap for Google TV. There are other brands ready and waiting to step in, such as Walmart’s Onn brand, Mecool, and many others, but the Chromecast is a name that millions of people know as the option for upgrading a TV. Without it, I think Amazon’s Fire TV Stick will quickly step in and take advantage of that lost market.

What do you think about the death of the Chromecast? Does Google’s argument hold up?


This Week’s Top Stories

Google reboots the Nest Learning Thermostat

After nearly a decade, Google finally launched a new version of the iconic Nest Learning Thermostat this week. The fourth-generation brings a modern design, a bunch of new features, and more. It launches later this month for $279.

What’s going on with Android 15?

Google’s upcoming release of the new Pixel 9 series was thought to also be the launching point for Android 15, but it seems that won’t be the case. This week, Google released the August security patch which is still based on Android 14, effectively saying that Android 15 won’t launch until at least September.

Top comment by John

Liked by 13 people

Isn't the problem being its only available currently in USA, you can pre-order on USA google store but not others. If they don't release it other countries will make people swap to alternatives. I prefer the chromecast to fire stick but if I'm unable to upgrade to new device as its only available in USA then either try and import it and hope it works or buy one of amazons new devices.

View all comments

Meanwhile, Samsung is apparently struggling with its launch of Android 15, with the beta being delayed “indefinitely.”

More Top Stories


From the rest of 9to5

9to5Mac: Apple preparing major Mac mini redesign for later this year, report says

9to5Toys: Anker debuts new 250W Prime Charging Station with onboard status/clock display

Electrek: Nissan hints at the return of the legendary GT-R as an EV sports car

FTC: We use income earning auto affiliate links. More.

You’re reading 9to5Google — experts who break news about Google and its surrounding ecosystem, day after day. Be sure to check out our homepage for all the latest news, and follow 9to5Google on Twitter, Facebook, and LinkedIn to stay in the loop. Don’t know where to start? Check out our exclusive stories, reviews, how-tos, and subscribe to our YouTube channel

Comments

Author

Avatar for Ben Schoon Ben Schoon

Ben is a Senior Editor for 9to5Google.

Find him on Twitter @NexusBen. Send tips to schoon@9to5g.com or encrypted to benschoon@protonmail.com.


Manage push notifications

notification icon
We would like to show you notifications for the latest news and updates.
notification icon
You are subscribed to notifications
notification icon
We would like to show you notifications for the latest news and updates.
notification icon
You are subscribed to notifications