The streaming device paradox: smarter TVs, dumber experience

Smart TVs were supposed to make watching easier. One remote, one interface, and endless streaming options — that was the dream. No more juggling HDMI ports or hunting for lost dongles. Were we expecting too much? Because the experience at the moment sure feels worse than ever.

We now face more obstacles than ever. There are loads of ads, app icons even weird suggestions waiting for us when we put on our TVs. The idea of giving just what we want instantly is gone. So, how smart is the smart TV? Can we still call these distractions “smart”?

Streaming devices — those small sticks and boxes — promised to fix this. They offered faster menus, smoother performance, and a cleaner experience. But now, even they have become just as crowded and confusing.

No doubt, our smart TVs are more powerful, and streaming devices are innovative. However, it has become more difficult to watch anything; isn’t this an irony? The reason for this is simple, every brand wants its design, sign-in process even its own app store. Therefore, if you are used to Netflix, making the switch to Prime means you have to learn everything afresh.

Even small actions take longer. Searching for a title means typing it with a remote, letter by letter. Some TVs offer voice control, but it often mishears you or opens the wrong app entirely. The supposed convenience starts to feel like work.

It’s no wonder people often default to whatever app sits on the home screen. When watching TV feels like navigating an airport, you’ll settle for the nearest gate.

The biggest shift in smart TVs lately isn’t better performance — it’s more ads. Turn on almost any modern set, and you’ll see sponsored shows or “recommended” titles that have little to do with your taste.

Manufacturers have found a new profit stream: the home screen. That’s where they sell space to streaming platforms, making your dashboard look like a digital billboard. The more you scroll, the more ads you see.

It’s clever business, but it kills the sense of ownership. You paid for the TV, yet it feels like someone else controls what appears on it. The experience becomes less about what you want to watch and more about what companies want you to click.

Remember when TVs had just input buttons and channel numbers? The idea of simplicity has somehow been replaced with endless choice. Each update brings new menus, new layouts, and new frustrations.

Some TVs now load more slowly than phones. Others freeze when switching apps. Updates pop up when you just want to relax. It’s not that the technology is bad — it’s that it tries to do too much.

The more “smart” features manufacturers add, the harder it is to perform the most basic action: play content. Instead of unifying the experience, the layers of software often get in the way.

Even when you try to fix things, you rarely get full control. Want to delete unwanted apps? Some can’t be removed. Want to change the layout? The TV reverts it after an update. It’s like being a guest in your own living room.

Dongles aren’t much better. Amazon, Google, and Roku all push their own ecosystems. Each has menus designed to promote their own services first. You may want Netflix, but your device insists on showing you Prime or YouTube instead.

What was meant to simplify entertainment has become a tug-of-war between companies fighting for your attention.

Most viewers don’t want AI recommendations or complicated hubs. They just want to press play and enjoy a show, that’s it. A fast, clean interface that respects their time and doesn’t push ads into their space.

Manufacturers often miss this. They chase trends and data, not usability. Simpler interfaces, faster performance, and fewer distractions would win people over faster than another smart feature no one asked for.

Maybe the next step isn’t making TVs smarter but making them simpler again. A device that prioritises content, not clutter. One that remembers its purpose: helping people unwind, not navigate digital mazes.

Until then, viewers will keep dealing with the paradox — smarter screens, dumber experiences. Because the more our TVs learn, the less they seem to listen.