Advertising giant builds Sonos TV streaming box › ifun.de

It has long been an open secret that the multiroom specialists at Sonos are working on their own set-top box that will compete with devices such as the Apple TV, the Fire TV Sticks or the streaming solutions offered by Roku.

Latest status here: Due to the problems with the Sonos app, the Sonos set-top box is not expected to be released until spring 2025. The device was originally planned to be released in January.

Partnership with The Trade Desk

Now further details about the architecture of the set-top box have emerged. Instead of relying on the operating systems from Google or Roku, Sonos is said to be working on a completely new software foundation and has chosen The Trade Desk as a partner, which is primarily considered a specialist in digital advertising.

The partnership is intended to make it easier for Sonos to enter the video market by having The Trade Desk provide the operating system and connections to major streaming services, while Sonos takes care of the development of the hardware.

The Trade Desk has been developing its own smart TV operating system since 2019. Sonos is now said to be the advertising marketer’s first known hardware partner. While The Trade Desk provides the technical foundations and app collaborations, Sonos designs the design and user interface of the device.

This gives Sonos more freedom than would have been the case if it had partnered with major providers such as Google, Amazon or Roku.

Android-based in Q1 2025

The device is said to be compatible with Sonos home theater components and will be based on the Android operating system. The exact range of functions, compatible streaming services and likely prices are still unclear.

However, industry insiders believe that The Trade Desk will provide access to all major streaming services through existing partnerships with Netflix and other media companies.