Is Google Chromecast Going Global?

Google's GOOG $35 video streaming device could be on the cusp of an international rollout. According to Engadget, the search engine giant is now allowing consumers outside of the United States to download the official Chromecast apps. Those apps are useless without a Chromecast, however. Google may have loosened its restrictions anyway to satisfy those who imported the device from Amazon AMZN. More likely, Google is preparing to send Chromecast overseas. New Competition If Google wants to gain control of the global market, it needs to act fast. Between the barrage of set-top boxes, Internet-enabled Blu-ray players and the arrival of two new game consoles that aim to rule the living room, Google priced Chromecast to sell. Unlike those items, however, Chromecast has been criticized for being too limited for its own good. It may be a solid device for those who have no other way to watch Netflix NFLX on a high-definition TV. But with only a handful of apps, the device does not provide many options. Related: Amazon To Launch New Game Console Alongside PlayStation 4, Xbox One If Google enters the global market this month, it will do so around the same time that Amazon AMZN is rumored to enter the scene. The online retail giant has yet to confirm that it will sell a set-top box or HDMI stick for streaming digital content, but rumors claim that the firm is ready to launch a device in time for Christmas. Amazon could wait until November to launch its product. Even if it does, the company's incredible marketing power could give it an edge over the competition. Google must also contend with the threat of copycats in emerging markets. Chinese knock-offs are bound to appear whether Chromecast is sold in China or not. They could provide further problems for Google, which is currently competing on price -- not on features or functionality. Disclosure: At the time of this writing, Louis Bedigian had no position in the equities mentioned in this report. Louis Bedigian is the Senior Tech Analyst and Features Writer of Benzinga. You can reach him at louis(at)benzingapro(dot)com. Follow him @LouisBedigianBZ