Google TV is already the name of their software platform (based on the Android TV OS) that TVs run

Yes but that's really the same as this just in a separate box. Makes total sense to bring it under the same naming tree.

I'd call it "Google TV Box" though. Streaming is too contrived and not everyone knows what it means. Xiaomi use the Box naming too and that seems to go down well.

Agreed. My initial guess was that the Google TV Streaming name had something to do with a Twitch-like streaming platform.

Or maybe Google TV Hub if it has Matter and/or smart home functionality.

Google TV did win, didn't it? "Modern" Chromecasts (the ones that include a remote and which have a local UI) have Google TV, and are sold as such.

https://store.google.com/us/product/chromecast_google_tv

(If not, then: What am I missing?)

> Confused as to why "Google TV" didn't win out in the end.

The reason Google TV didn't win (and the reason why it kind of did) is that Google TV already won for something else closely related, which this is being associated with:

https://tv.google/