When it comes to Android TV, the options available are somewhat limited. However, the options have been increasing of late with new standalone and built-in options coming through. Of course, in the lead up to the Nexus event which took place a few weeks ago, there was some debate as to whether a second generation Nexus Player would be announced. Although, when the event came and went, it did become much clear that there was no next-gen Nexus Player coming and instead, the current Nexus Player would remain the de facto Android TV device for the year ahead.
That said, reports of late are starting to suggest that the Nexus Player could be nearing the end of its shelf-life. What started as a straight $99 product at launch, has seen its price come down to about the $69 marker. At least, this seems to be the top end price you are likely to pay for the Nexus Player, as deals are nearly always on-going where you can pick up a Nexus Player for around the $49 marker. Essentially, half the price. What makes the assumption that Google is planning to discontinue the Nexus Player even more likely, is that over the last 24 hours, reports have been emerging that Target has been selling the Nexus Player at a cut-down $24.99 price. In fact, as time has gone on, these reports have increased with further confirmations coming in that a large number of Target stores across the country seem to have now added the Nexus Player to its clearance stockpile.
This, in itself, does not mean that Google is planning to discontinue the Nexus Player. However, it does raise a concern when a store as big as Target is seemingly dropping the price of the device below (or thereabouts) the cost of the Chromecast. This coupled with the newer and more powerful options like the Razer Forge TV, NVIDIA SHIELD and the number of built-in options that are now available, seem to suggest that even at the normal sale price of $49.99, consumers are just not buying them. If this is the reality of the situation, then it seems very likely that the Nexus Player will reach the end of its shelf life sooner rather than later. Of course, if you are after a bargain and can find one available to buy in your local Target store (not possible online) then for $24.99, this is a steal. Not to mention, if sales like this start elsewhere, you might not have many chances left to pick up the first consumer Android TV device.