Older Android TVs Get New Promoted Movie & Show Rows

In a move blending modernization with monetization, Google has begun rolling out promoted content categories directly to the Android TV homescreen. Users on older televisions are now discovering new sections labeled “Top Selling Movies,” “Popular Movies and Shows,” and “Trending on Google” integrated within their familiar “Play Next” row. This server-side update activates automatically on devices running Android 9.0 or later without requiring manual downloads or system upgrades.

The update strategically positions sponsored recommendations alongside personalized content suggestions, mirroring the content-forward approach of Google TV while maintaining the underlying Android TV platform. This infusion aims to accelerate content discovery but reduces screen real estate dedicated purely to user-initiated content queues. Industry analysts note this aligns with broader industry patterns where free ad-supported streaming TV (FAST) channels and promoted content gain prominence across smart TV interfaces, from Samsung’s Tizen to LG’s webOS.

Supporting Legacy Devices with Strategic Updates

Notably, this enhancement targets older Android TV models, signaling Google’s continued, albeit selective, support for its legacy television ecosystem. As Google TV becomes the default interface for newer devices, manufacturers like Sony continue maintaining Android TV on sets released between 2016 and 2020. The May 2025 update to the Android TV Home app laid the groundwork for this change, demonstrating Google’s incremental approach to refreshing older platforms rather than abandoning them. A Google spokesperson emphasized this commitment: “Ensuring users across our ecosystem benefit from improved discovery is crucial, regardless of hardware generation.”

However, the introduction of promoted slots introduces complexities for user customization. While Android TV allows reordering or hiding certain content rows via Settings > Device Preferences > Home Screen > Customize Channels, Google explicitly states that sponsored suggestions appearing within the “Home” tab cannot be turned off. Users can disable video/audio previews and opt out of personalized “Discover” tab recommendations by signing out, but the core promoted rows remain persistent.

Monetization and the Evolving TV Landscape

This update underscores the intensifying monetization of smart TV real estate. The promoted categories operate similarly to Google TV’s “Highlights” section, a mix of algorithmic picks and sponsored placements described in Sony’s support documentation as “a mix of staff picks and sponsored content” that “cannot be hidden”. Competitors like Titan OS, Whale OS, and Amazon Fire TV employ comparable strategies, prioritizing content discovery fueled by partnerships and advertising revenue over a neutral app-launching experience.

Tech analyst Raj Patel from Sofia Digital notes, “Google is walking a tightrope. Serving relevant content faster benefits users, but aggressive promotion risks cluttering interfaces, especially on older hardware with performance limitations. The true test is whether these additions feel helpful or intrusive during daily use.” Early Reddit user reports cited by 9to5Google suggest mixed reactions, with some appreciating faster access to trending titles and others lamenting the reduced focus on their immediate watchlist.

Looking Ahead: Material Design and AI Integration

This homescreen refresh arrives as Google prepares broader transformations for its television platforms. The forthcoming Android TV 16 update, expected later this year, introduces Material 3 Expressive design language for a modernized interface and integrates Gemini, Google’s advanced AI assistant, for enhanced voice control and content queries. These changes, coupled with technical upgrades like Eclipsa Audio support and MediaQualityManager for optimized picture profiles, indicate a roadmap focused on immersive, AI-enhanced viewing.

For millions of Android TV users on older sets, the promoted content update is a tangible, if commercially driven, sign of platform support. It modernizes discovery at the cost of screen space, reflecting Google’s broader strategy to unify its TV ecosystems while navigating the delicate balance between user experience and revenue generation. As the smart TV OS landscape fragments further with players like Titan OS and Sky OS, Google’s ability to refine this balance on both new and old devices will be critical.