I expect Google to try to become a player eventually.
Google TV crashed and burned.
Google _is_ getting into the “Cable TV” market, starting in Kansas City with gigabit Ethernet and a big TV-content push. I expect the fast internet part will do well, but the “TV” part will give way to streaming services (Netflix, Hulu, etc.).
Google’s “thing” is ads. Whatever they can do to deliver maximum-value ads, mostly via data mining, they will. They don’t care _what_ that data is, just that they can get at it and mine it; if viewers want NBC shows Google will find a way to deliver & monitor ‘em, and if viewers drift away from that toward Netflix-type sourcing then that’s OK too. If getting data means developing self-driving cars so Google can watch where they’re going and give them more time to look at ads, so be it.
Buying into the content creation market requires dedication to content creation. Apple and Google don’t care about that; Apple just wants to sell you hardware and Google wants to put ads in your field of view ... _how_ that happens, neither wants to get locked into.