Google is developing a new feature for its Chrome browser called “Kaleidoscope” that aggregates and surfaces content from multiple streaming services into one user interface.

The enthusiast site Chrome Story first spotted the project, which appears to be only accessible at this point to Google employees using the Canary version of Chrome. 

Through diligence and insight, Chrome Story was able to peruse a couple of Kaleidoscope pages. One shows buttons for Netflix, Amazon Prime Video and Disney Plus, and includes the message, “All your shows in one place.”

As the broader narrative in video streaming has quickly evolved from “The Great Unbundling!” to re-bundling, dozens of projects are underway, which seek to aggregate, consolidate and simply the consumer experience of finding something to watch among myriad OTT apps. 

That Google should be working on the problem is hardly surprising. Among the tech blogs that breathlessly cover the tech giant’s every move, Kaleidoscope is generating the usual mix of excitement ... and consternation.

Android Police, for example, wonders if adding a feature like Kaleidoscope would create more “bloat” to a Chrome browser that already uses quite a bit of RAM resources on the PC or Mac. 

Removing a layer of consumer friction, Sling TV said it has launched a beta of an in-browser player for Google Chrome that eliminates the need for viewers to launch an app or download a plug-in.

Sling TV said the new option is supported on Google Chrome for Windows and Mac OS. To take advantage, customers can log in to their account at sling.com and click the “Watch Now” button to spool up the OTT TV service.

The beta version of the new in-browser player supports features Sling TV offers on other platforms, including the “My TV” and “Continue Watching” ribbon, as well as easy access to parental controls. Sling TV said it plans to add other services and features, including its cloud DVR and grid guide, to the new player for Google Chrome.

“The Sling TV experience on Google Chrome is not only fast, intuitive and incredibly simple to use, it also gives customers the added benefit of seamlessly starting live and on-demand television with a click of their mouse,” Jimshade Chaudhari, vice president of product management for Sling TV, said in a statement.  “Sling customers can stream their favorite can’t-miss content, like live NFL games or the next episode of Game of Thrones on Sling.com without the hassles of downloading plug-ins or logging in to another device.”