The lean-forward TV: How second screening, voice AI, and interactive apps are rewriting what happens in the living room

Connected TVs (CTVs) are evolving from single-purpose devices into versatile home agents, driven by advancements in platform software from major manufacturers like Samsung, LG, Google, and Hisense, who are focusing more on software innovation than hardware. Matt Duhig, CEO of FX Digital, highlights this transition, drawing parallels to the smartphone's evolution, as CTVs offer data-rich, personalized experiences that attract advertising revenue, similar to mobile platforms. Duhig notes the increasing trend of second screening, where viewers use their phones alongside TV, suggesting that integrating these devices can enhance user engagement, as seen in YouTube's interconnected app experience. The future of CTVs may hinge on the development of voice interfaces, which, once widely opened to third-party developers, could significantly expand the functionality and interaction possibilities of these devices, making them central to home activities like ordering food or discovering content. Duhig predicts that platforms like YouTube, with their innovative approach to TV app development, may shape the next decade of streaming by transforming how viewers interact with their TVs.