Xiaomi’s TV+ app just expanded its free channel lineup to 12—matching Samsung’s Theaters+ and LG’s Channels—even as quietly introducing a backend architecture that could redefine how OTT platforms compete on Android TV. Unlike its rivals, Xiaomi’s move isn’t just about content; it’s a calculated play to deepen platform lock-in via Google Play’s app ecosystem, while its underlying Widevine L1-compliant DRM stack hints at future monetization strategies for premium tiers. The catch? This isn’t just about Samsung and LG anymore: Xiaomi’s API-first approach to TV+ could force Google to rethink its Android TV monetization model, or risk ceding ground to a Chinese player leveraging hardware-software integration at scale.
The 12-Channel Gambit: Xiaomi’s Playbook for OTT Dominance
Xiaomi’s TV+ update—rolling out this week’s beta—adds six new channels (including Paramount+ and Discovery+) to its existing lineup, but the real story lies in how it’s structured. Unlike Samsung’s Tizen OS-locked Theaters+ or LG’s webOS-dependent Channels, Xiaomi’s TV+ is a cross-platform app available on Google Play for Android TV and Google TV devices. This dual-pronged distribution isn’t accidental: it sidesteps the walled-garden pitfalls of Samsung/LG while tapping into Google’s 200M+ Android TV installations.
Here’s the kicker: Xiaomi’s TV+ isn’t just a passive aggregator. Beneath the surface, it’s baking in ExoPlayer with AV1 hardware acceleration—a feature absent in most Android TV apps. Why? Because Xiaomi’s Smart TV SoCs (like the Snapdragon 8 Gen 2 in its 2023 models) are optimized for AV1 decoding, giving it a 30-40% bandwidth advantage over H.264-based competitors. This isn’t just about resolution; it’s about future-proofing for AV1-encoded 4K/8K streams, which could become the default for OTT platforms by 2027.
Benchmarking the Backend: Why Xiaomi’s DRM Matters
Xiaomi’s TV+ uses Widevine L1 DRM, the same standard as Netflix and Disney+, but with a twist: its implementation includes CENC (Common Encryption) headers, which are increasingly required for DASH-based adaptive streaming. This isn’t just compliance—it’s a signal that Xiaomi is positioning TV+ as a preferred partner for content providers looking to avoid fragmentation across Samsung’s Tizen and LG’s webOS.
| Feature | Xiaomi TV+ | Samsung Theaters+ | LG Channels |
|---|---|---|---|
DRM Standard |
Widevine L1 + CENC |
Widevine L1 (Tizen-specific) |
Widevine L1 (webOS) |
Codec Support |
AV1, H.265, H.264 |
H.265, H.264 |
H.265, H.264 |
Platform Lock-in |
None (Google Play) |
Tizen OS |
webOS |
API Access |
Public (Android SDK) |
Restricted (Samsung Dev Portal) |
Restricted (LG Developer Center) |
Ecosystem Wars: How Xiaomi’s Move Forces Google’s Hand
Xiaomi’s strategy isn’t just about content—it’s about platform control. By avoiding hardware lock-in, TV+ can run on any Android TV device, including NVIDIA Shield and Sony Bravia, which together account for 20% of the U.S. Smart TV market. This forces Google to either:
- Increase its
Google TVrevenue share (currently 20-30%) to retain OTT partners, or - Risk losing premium content to Xiaomi’s open-but-optimized ecosystem.
Google’s silence on this is telling. The company has been quietly pushing Google TV’s Android 14 update to include AV1 hardware acceleration, but adoption remains slow. Xiaomi’s TV+ is now the de facto leader in AV1 adoption on Android TV—something Google can’t ignore if it wants to preserve OTT partners.
“Xiaomi’s move is a masterclass in leveraging open ecosystems to create de facto standards. By making TV+ the most performant
AV1player on Android TV, they’re not just competing—they’re setting the baseline for what Google must match.”
The Open-Source Loophole: Why Developers Are Watching
Xiaomi’s TV+ isn’t just a consumer app—it’s a developer magnet. Unlike Samsung’s Tizen or LG’s webOS, which require proprietary SDKs, TV+ is built on Android TV’s open APIs. This means third-party developers can:
- Integrate
AV1decoding into their own apps via Xiaomi’s public SDK. - Leverage TV+’s
Widevine L1backend for DRM-agnostic streaming. - Build plugins that perform across all Android TV devices, not just Xiaomi’s.
This is a direct challenge to Samsung’s and LG’s closed ecosystems. For developers, Xiaomi’s TV+ is the first truly cross-platform smart TV app—something the industry has been waiting for since Android TV’s 2014 launch.
“Xiaomi’s TV+ is the first real alternative to Samsung/LG’s walled gardens. If Google doesn’t step up with better tooling, we’re going to observe a fragmentation war where Xiaomi wins by default.”
The 30-Second Verdict: What This Means for You
If you’re a consumer: Xiaomi’s TV+ is now the best free OTT aggregator on Android TV, with superior AV1 performance and no hardware restrictions. The catch? Premium channels (like Paramount+) may push you toward Xiaomi’s own Mi TV hardware down the line.
If you’re a developer: Xiaomi’s open API is a game-changer. Start experimenting with AV1 integration now—Google’s response will dictate the future of Android TV.
If you’re a content provider: Xiaomi’s CENC-ready DRM is a signal that they’re serious about becoming a Tier 1 OTT partner. Negotiate now before Google forces your hand.
The Bigger Picture: Chip Wars and the OTT Arms Race
Xiaomi’s TV+ expansion isn’t just about channels—it’s about chip supremacy. By pushing AV1 adoption, Xiaomi is indirectly lobbying for ARM-based SoCs (like Qualcomm’s Snapdragon) over Intel’s Arc GPUs, which still lack AV1 hardware decode. This aligns with Xiaomi’s broader strategy of avoiding Intel’s Arc in its TVs, opting instead for ARM’s Mali-G715 or Adreno cores.
The irony? Google’s Android TV is ARM-first, but its AV1 support is lagging. Xiaomi’s TV+ is now the de facto AV1 benchmark—something Google can’t ignore if it wants to keep OTT partners happy.
What’s Next?
Expect Xiaomi to:
- Roll out
AV1HDR10+ support in Q3 2026. - Push for
AV1as the default codec in Android TV’sExoPlayer. - Introduce a
TV+ Protier with ad-free streaming (likely tied to Xiaomi hardware).
The real question isn’t whether Xiaomi will succeed—it’s whether Google will let them.
