It appears that Sonos is planning to expand its business with the launch of its own streaming box, which will be based on a new TV operating system called Ventura.
We already have Android TV (Google TV), Amazon's FireTV, Apple's tvOS, LG's webOS, Samsung's Tizen and Roku OS. Recently, Titan OS, Whale OS and TiVo OS have joined the field as part of the shift to ad-supported TV interfaces.
Soon, Ventura OS will join the competition.
- "Ventura represents a major advance in streaming TV operating systems as it solves key issues with prevailing market systems today, including frustrating user experiences, inefficient advertising supply chains, and content conflicts-of-interest.," announced The Trade Desk, the company behind Ventura OS.
Built on ads
The company behind Ventura is The Trade Desk, one of the largest publicly traded companies in advertising technology.
Ads – and data collection – are the foundation of Ventura OS, which, according to the company, will be used in Smart TVs and streaming hardware from other brands. The company will not be launching its own hardware.
No images of the Ventura OS interface are available yet. Photo: The Trade Desk
Ventura offers the following, according to The Trade Desk:
A more intuitive, engaging user experience, including cross-platform content discovery, personalization, subscription management, and ultimately fewer (more relevant) ads.
A much cleaner supply chain for streaming TV advertising, minimizing supply chain hops and costs – ensuring maximum ROI for every advertising dollar and optimized yield for publishers.
Incorporating advances such as OpenPath and Unified ID 2.0 (UID2), Ventura will enable advertisers to value and price ad impressions across all streaming platforms more accurately, while finding relevant audiences with greater precision.
Sonos as launch partner in 2025
Ventura is expected to launch in 2025 with partners such as Disney and Paramount. More interestingly, Sonos is part of the project.
- "At Sonos, we are committed to providing our customers with the very best home entertainment experience. We are excited to explore the integration of premium audio and video with The Trade Desk and the Ventura OS," confirmed Patrick Spence, Sonos CEO.
The connection to Sonos was first revealed in September, when Lowpass reported that The Trade Desk's first hardware partner is Sonos. Ventura OS is said to have been under development since 2019. It is based on the Android AOSP, the open-source version not controlled by Google.
- "Under the arrangement, The Trade Desk is supplying Sonos with the core smart TV OS, and facilitating deals with app publishers, while Sonos is designing its own hardware, and customizing the user interface," wrote Janko Roettgers, Lowpass.
What will Sonos use Ventura OS for? According to Bloomberg, the company plans to launch its own streaming box in 2025 to compete with Apple TV and Google TV Streamer.
Sonos' streaming box is expected to cost 150-200 dollars, according to Bloomberg.
