From Streaming Stick To Smart Home Brain
Roku and Amazon’s Fire TV started life as simple streaming add‑ons, but new research suggests they are on track to become the central “brain” of the smart home. Hub Entertainment Research reports that Roku now powers 55% of streaming devices in US households, with Fire TV close behind at 35%. That reach matters: their operating systems are embedded directly into many Smart TVs, turning the biggest screen in the home into a command centre. With built‑in access to streaming apps, voice assistants like Alexa+ and Roku Voice, and smart home dashboards, these platforms already let users check security cameras or adjust thermostats from the sofa. As their AI features mature, TV operating systems are positioned to coordinate an expanding web of devices around the home, not just entertainment but everyday utilities and appliances as well.
TV As Smart Hub: Controlling Lights, Air-Cons And Kitchen Devices
Using a TV as a smart hub promises to simplify how households manage devices such as lighting, air-conditioning and kitchen gadgets. Instead of juggling multiple apps on a smartphone, a unified TV interface lets users see everything at a glance, using a remote or voice commands. On Fire TV, for example, the Smart Home dashboard can show live camera feeds from doorbells, baby monitors or other security devices on the same big screen used for movies. Roku, meanwhile, is integrating smarter versions of Roku Voice and offers its own smart cameras in some markets, controllable via compatible TVs. Extending these capabilities to smart appliances is a logical next step: imagine pausing a show to check the oven timer, dim lights, or verify whether you remembered to turn off the air-con—all from the same TV screen, without reaching for another device.
Smart Appliances Rising: From Connected Washing Machines To Whole-Home Ecosystems
The push to make the TV a smart hub intersects with a broader boom in smart appliances, including connected washing machines. Globally, the washing machine market was valued at USD 82.3 billion (approx. RM379.6 billion) in 2025 and is forecast to reach USD 122.9 billion (approx. RM567.3 billion) by 2035, driven by urbanisation, higher incomes and demand for time‑ and energy‑saving devices. Manufacturers like LG, Samsung, Haier and others are rolling out AI‑enabled wash cycles, IoT connectivity and inverter motors to cut water, energy and noise, especially in fully automatic machines that already dominate residential use. As more of these appliances gain connectivity, a TV‑based hub could unify control for routines across the home—starting a wash, checking remaining cycle time or receiving energy‑use alerts on the TV—making connected washing machines feel less like isolated gadgets and more like part of a coordinated ecosystem.
What This Could Mean For Malaysian Households
For Malaysians, a TV‑as‑hub model could offer a more affordable and familiar way into smart home living compared with buying a dedicated smart hub. Many homes already own a Smart TV or streaming stick, so adding smart appliances control could simply mean upgrading software and selecting compatible devices. This may be particularly compelling as Asia-Pacific’s washing machine market grows on the back of rising middle‑class incomes and urban apartment living, where fully automatic and smart models are increasingly attractive. However, ecosystem lock‑in will matter: households may feel nudged to choose appliances that work best with Roku smart home features or a Fire TV hub, potentially influencing brand choices for connected washing machines, air‑cons and fridges. For a price‑sensitive market, balancing upfront device costs, long‑term energy savings and cross‑brand compatibility will shape how quickly this model takes hold.
The Catch: Privacy, Reliability And Fragmentation Risks
Turning the TV into the brain of the home also raises new challenges. First is privacy: AI‑powered assistants like Alexa+ and upgraded Roku Voice rely on voice data and usage patterns, which may worry users already cautious about always‑listening devices in their living rooms and bedrooms. Second is network reliability; if home Wi‑Fi is patchy, smart appliances control via the TV can become inconsistent, undermining the convenience that justifies upgrading in the first place. Finally, fragmentation is a real risk. Different TV platforms and appliance brands may support different standards, leading to a patchwork experience where some connected washing machines or air‑cons integrate smoothly and others do not. For Malaysian consumers, who often mix brands across rooms and replacement cycles, the success of TV as smart hub will depend on how well major TV operating systems and appliance makers commit to broad, long‑term interoperability.