STUDY: Chromecast Is Beating Apple TV in US Sales
Another day, another study examining the growing popularity of connected-TV streaming devices. This one, from Parks Associates, says 10% of US broadband households purchased at least one such device — either a streaming set-top or stick — in the first three quarters of 2014.
Roku still leads the US market, accounting for 29% of sales. What’s perhaps more interesting is that, according to the research, Google’s Chromecast has supplanted Apple TV as the second-most popular streaming device in the US. The Chromecast stick accounted for 20% of sales in the first three quarters, while Apple TV was responsible for 17% of sales. Amazon Fire TV, the newest entrant in the market, came in fourth with 10% of sales.
The appeal of such devices is evident. More people are choosing to stream movies and TV shows. “Nearly 50% of video content that US consumers watch on a TV set is non-linear, up from 38% in 2010, and it is already the majority for people 18-44,” said Barbara Kraus, director of research at Parks Associates. “The market is changing rapidly to account for these new digital media habits.”
That includes major TV networks and film studios, which are now exploring over-the-top options after years of leaving the market to be dominated by Netflix.
Looking ahead, Kraus believes more than 25% of US households will have a streaming media player by 2015. “By 2017, there will be nearly 50 million streaming media players sold globally,” she said.Tags: amazon fire tv, apple tv, Chromecast, connected TV, Parks Associates, Research, Roku