According to a report from Protocol, Sonos is hiring people to develop a "Home Theater OS" project, with lots of roles looking for experience directly related to developing apps for smart TVs.
At first glance, the idea of Sonos competing with Roku and Amazon Fire TV to be the software that powers smart TVs seems like something of a folly – does it really hope to take on the companies that have been doing this for years? Why go to this expense and effort?
The likely answer is combination of where Sonos' money comes from these days, and where TV audio technology is going in the future.
First, let's look at the Sonos side. As noted in Protocol, the last time Sonos reported revenue from its home cinema products separately to its music speaker systems, the TV-connected products nearly matched the rest of its speakers for total money brought in. That was at the end of 2019.
Since then, Sonos hasn't reported the two separately, but it's likely that these figures only go more in the favour of its home cinema products now, because the arrival of the pandemic in 2020 caused an explosion in soundbar sales. And for its part, Sonos launch the Sonos Arc and Sonos Beam 2nd Gen between then and now, to take advantage of that fact.
I think there's every chance that when looking at the numbers, Sonos is now a soundbar company that also makes music speakers. The rumours that it's planning to release a more affordable subwoofer only drive that home: a mid-range package with real bass is the big thing missing from its line-up.
So if that's true, it means that Sonos' future needs to be more focused on the TV entertainment side. That's gone great so far with its soundbars, but if you've been looking at the latest ways to watch movies at home, you might have noticed a trend: wireless connections between speakers and the TV.
Upgrade to smarter living
Get the latest news, reviews, deals and buying guides on gorgeous tech, home and active products straight to your inbox.
No more wires
The Samsung QN990B soundbar system includes a wireless subwoofer and rear speakers pair… and if you have a latest-gen Samsung TV, then there's a wireless connection to your TV too. No HDMI needed.
The Sony HT-A9 speaker system is one of the best surround sound systems available today, and all four speakers are totally wireless. There's a little communications box that plugs into the TV, and that's it – and that'll disappear after the first generation, I bet. And if you use the Sony speakers with a Sony TV, the TV's audio acts as part of the surround setup too.
And look at the Dolby Atmos 3D sound from the AirPods 3rd Gen, AirPods Pro and AirPods Max. Thanks to head tracking, they can create a virtual surround sound system that's incredibly true to life, and they can do this not only from iPhone and iPad, but also Apple TV.
What do those examples all have in common? They all either work best with, or only work with, each company's own products. Whereas the soundbar revolution was built on the open connectivity of optical or HDMI, the scramble for next-gen wireless systems is all about trying to lock users into your own ecosystem.
There are wireless home cinema systems that are supposed to avoid locking you in – WiSA and DTS Play:Fi – but they're going to have an uphill battle against companies like Samsung and Sony going "Buy our own tech and you'll have an even smoother and better experience!"
It's all about control
And this is where Sonos has its problem. It already has the slick wireless setup and reliability down, and I'm sure it could unveil a set of totally wireless Dolby Atmos speaker hardware tomorrow if it had to. But what about connecting to your TV? If you don't control the smart TV software, how can you guarantee that your products will be as appealing as those made by the company that does?
So that would be the point of Sonos getting in to smart TV tech – not because it thinks it can do a better job of arranging streaming apps on a screen, but because it wants you to be able to connect Sonos speakers to your TV in just a few clicks of a remote.
I'm not sure it'll work, of course – at least, not in this format. The companies it would have to hustle out have exceedingly strong elbows. But I could see the end result being strategic partnerships with certain companies – particularly Roku and Android TV – to deeply integrate Sonos wireless connectivity as part of their software.
Those two smart TV systems cover a huge swathe of TVs sold worldwide between them, especially at the more affordable end. So even if you won't use Sonos OS on your TV in the future, using a Roku box or TV and being able to beam the sound to Sonos speakers without an HDMI cable in sight is exactly the kind of next step to expect for movie lovers – we'll just see whether it's Sonos or other companies who make the most of it in the end.
Matt is T3's former AV and Smart Home Editor (UK), master of all things audiovisual, overseeing our TV, speakers and headphones coverage. He also covered smart home products and large appliances, as well as our toys and games articles. He's can explain both what Dolby Vision IQ is and why the Lego you're building doesn't fit together the way the instructions say, so is truly invaluable. Matt has worked for tech publications for over 10 years, in print and online, including running T3's print magazine and launching its most recent redesign. He's also contributed to a huge number of tech and gaming titles over the years. Say hello if you see him roaming the halls at CES, IFA or Toy Fair. Matt now works for our sister title TechRadar.
-
Ferrari 12 Cilindri first drive: a sensational tribute to a significant past
The perfect anti-hero to the electric sports car, this V12 Ferrari is a last salute to pure petrol power
By Mat Gallagher Published
-
Garmin Enduro 3 review: a battery life bruiser that lives for the adventure
Taking almost all of the best bits of the Fenix 8 and slapping it in a lighter, longer-lasting package makes the Enduro 3 one very enticing smartwatch for those wanting to go the distance
By Leon Poultney Published
-
Best Sony TVs 2024: from Bravia 9 Mini LED to Bravia 8 OLED and beyond
Explaining Sony's range of 2024 TVs, including new naming strategy and range of technologies
By Chris Hall Published
-
This ultra-bright mini-LED TV is the display of my dreams
TCL's next flagship looks fantastic
By Andy Sansom Published
-
Best soundbar for small TVs 2024: clearer, deeper TV sound in any space
The best soundbars for small TVs 2024 can bring you big sound from a compact unit
By Simon Lucas Last updated
-
LG TV owners just got Apple TV+ for free
No matter if you have an LG OLED TV or an LED model, you just got Apple TV+ for free
By Robert Jones Published
-
Samsung smart TV owners just got a welcome image upgrade
HDR10+ comes to the Apple TV app on Samsung Smart TVs
By Carrie Marshall Published
-
My LG C1 OLED TV makes The Darkness look incredible on Xbox Series X
This classic first-person shooter is taken to a new level of awesome thanks to OLED TV tech
By Robert Jones Last updated
-
TV deals in the Amazon Prime Early Access Sale from Samsung, LG and more
Black Friday deals have come early with these TV deals as part of Amazon's Prime Early Access Sale
By Mat Gallagher Last updated
-
Philips 55PUS8807 review: is this 4K TV truly 'The One'?
A great bright-room performer with some impressive gaming features
By Steve May Published