The upcoming 'battle for the home' pits Comcast against Amazon and Google — and the cable giant has one big advantage

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The next battle for the home will revolve around home IoT management, and voice control stalwarts Google and Amazon could face stiff competition from Comcast and Charter, according to a new Cowen analyst note.

While cable companies have leaned into their broadband offerings, they’ve overlooked the opportunity to take a dominant role in managing the in-home broadband IoT, with the proliferation of smart devices like TVs, voice assistants, and thermostats, the analysts wrote.

Business Insider Intelligence forecasts there will be more than 64 billion IoT devices by 2025, up from about 10 billion in 2018.

The upcoming battle for the home pits companies like Amazon’s Alexa, Google Home, and Apple TV against each another, and people will want a single interface for device management, the analysts wrote. That’s where companies like Comcast and Charter come in. They already own the connectivity into the home, so they receive the first call from customers when issues arise. They can capitalize on this relationship with customers to offer an additional service.

Read more:Comcast thinks its secret weapon is an app that lets it talk directly to consumers

Comcast already has a device management platform, Xfinity xFi, that it expects to prioritize this year.