It seems like search intent data would be a great source of this kind of information that Google already has. I think this product is more about competing for market power as platform owner in the video streaming business, which is worth hundreds of billions of dollars.

I’d guess it could tie into the ad business by showing attribution when ads for media result in conversions that play on the Google TV, although I’m not sure how big the opportunity is there.

I think they can statistically analyze which category one belongs to among those categories.

Whether they can sell that capability to advertisers ? I don't know.