The Far Side of Tech

Today Netflix announced the full details on their long-awaited set top box. Developed by Roku, a company which already has some experience in the streaming media arena, the device is meant to offer an easy way for Netflix subscribers to access their streaming Netflix media on their televisions. While the device is a logical step for Netflix, it’s also a significant evolutionary step for in-home media as well.

I’m certainly not the only one to recognize this device’s potential; Saul Hansell at the NY Times Bits blog is already calling it the “first shot of the [video] revolution”. He lays out some compelling points on why we should care about this ugly box:

1. It has mainstream appeal because it accomplishes exactly what it sets out to do, and does it well at only $100.
2. It leaves the harder task of browsing through thousands of Netflix entries up to computers. The user need only select from the “Watch Instantly” items on their queue.
3. It proves the hardware for streaming video is cheap, so we’ll probably see it in many other devices soon.
4. It’s easily upgradeable to do much more than just play Netflix films in the future.
5. It represents the future of internet video — streaming to the television.

In particular, I believe pricing the Roku at $100 was a brilliant move by Netflix and Roku — one that will most likely guarantee the success of the device. It’s significantly cheaper than the Apple TV, the Roku’s nearest functional neighbor, and it leaves the door wide open for easy integration into other devices. Saul mentions that the Roku uses a processor also found in many digital TVs, so direct TV integration is certainly possible at low cost. I also wouldn’t be surprised to see it pop up in many inexpensive DVD players similar to the way many started supporting Divx.

I am surprised to see him mention the fact that you can’t browse the entire Netflix streaming library from the device as a plus, but I suppose I can see his point. After all, most people in the market for this device already have a computer that they can easily use to update their instant Netflix queue, and I’m not sure it’s actually possible to make a likable UI for browsing thousands of titles. I’m sure something will eventually come in time, however.

I also wholeheartedly agree that the future of Internet video lies in streaming to the television. There’s simply a huge disconnect between the content we watch on our computers and that which we have access to on our televisions. The Apple TV was an excellent start towards this integration, especially since it added Youtube support, but it wasn’t a streaming-centric device. The Roku has no hard drive, so users need not worry about managing their libraries and conserving disk space. After all, why should they?

Another plus the Roku has over the Apple TV is that it’s based entirely on your Netflix subscription, whereas the iTunes Store is still very much an a la carte service. While I’m all for owning my content, buying content individually does restrict the amount I actually experiment. There’s a freedom to subscription-based services that’s practically liberating, and that feeling is palpable when browsing the thousands of titles Netflix currently has available for streaming.

I’ve personally been viewing Netflix streaming media on my television for a while now, due to the convenient proximity of my computer. It’s definitely added significant value to my Netflix membership. Thus far I’ve watched The King of Kong, season 1 of Dexter, and quite a bit more. While the quality is certainly not up to DVD-levels, it’s perfectly serviceable for dramas, comedies, and documentaries.

What’s most surprising to me is that the streaming works well, and without much issue. This is shocking to someone who still has fresh memories of the horrors of Real Player “streaming video” just a few years ago. That Netflix was able to get the streaming right is laudable — but getting a simple and affordable player to the market is downright extraordinary.

Hopefully, Netflix will take care of the remaining deficiencies in the service (primarily, lack of a quality title selection) before Apple strikes back with their own subscription model. Netflix will still have the upper hand with significantly cheaper hardware and tons of subscribers, but I can’t imagine Apple is going to let them rule this market without a fight.

For now, Netflix subscribers will soon find themselves with even less reason to leave the house.

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