YNOT – FyreTV has launched the first native porn app for Google TV devices. Although the app is not available directly from Google Play due to content restrictions, end-users may download the software from FyreTV’s website. According to the developers, adding the product to the Google TV interface is easy and “seamless.”

FyreTV isn’t the first company to target Google TV. Vivid launched a Google TV website last year to reach the same audience. The difference between the two approaches, according to FyreTV, is that its native app adds FyreTV to the Google menu, bypassing the need to launch a web browser in order to search for content.

“From what we have seen, users are more likely to engage with the service when they feel it is a ‘part’ of their device and not just another website,” a spokesman told GigaOm.com. “We do see HTML5 as an important factor in providing FyreTV access to a wider user base, particularly on TV devices that would never allow us to go native.”

FyreTV offers a variety of “native” subscription packages on connected devices including Roku, Boxee and its own hardware, Fyre BoXXX. Google TV, though, potentially offers a wider, more mainstream appeal, the company suggested.

“We saw how Android went from last to first in terms of mobile market share, and we are expecting a similar result [with Google TV],” the FyreTV spokesperson told GigaOm. “Plus, with [Google TV’s] international rollout, it allows our users from a wider range of countries to experience FyreTV the way it was meant to be experienced — on the TV.”

As the number of à la carte options for adult fans continues to expand, content providers, distributors and television hosts continue to scramble for a set of uniform standards and accepted best practices. The first to debut may not be the first to succeed, but the race is definitely on.