Nvidia Shield 2

Taking a Look at the Most Popular Streaming Players with Millennials vs. Non-Millennials


The battle for your cord cutting dollar is huge right now. Millions of Americans are becoming cord cutters every year, and they need a way to watch their content. That is why the streaming set-top box market is one of the fastest growing markets in the United States.

Now we have an interesting look at who is winning the battle with Millennials, the 18–34 age group, and Non-Millennials, the 35+ age range. This data comes from Fluent Data, which recently released its 2017 media consumption study.

So let’s take a look at what Fluent Data found.

  • Roku was used by 26% of Millennials and 27% of Non-Millennials with an overall usage of 27% of Americans.
  • The Fire TV was used by 16% of Millennials and 20% of Non-Millennials with an overall usage of 19% of Americans.
  • Android TV was used by 20% of Millennials and 16% of Non-Millennials with an overall usage of 17% of Americans.
  • The Apple TV was used by 16% of Millennials, Non-Millennials, and all Americans.
  • Chromecast was used by 18% of Millennials, 13% of Non-Millennials, and 14% of all Americas.

Note: These numbers included all versions of Roku, Apple TV, Chromecast, and Fire TV.

These numbers are great news for Roku, because not only is Roku doing well with non-millennials but also it has strong growth with the under 34 market.

Maybe the most shocking numbers are the poor numbers with the Fire TV among Millennials because it is tied for third place with Apple TV behind Android TV and Roku.

So what do you think of these numbers? Do they line up with what you would expect? Leave us a comment and let us know what you think.

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  • Jeck

    I would have thought that younger would have been using more open android based players. Roku and Apple’s closed curated devices lend themselves nicely to the older demographic because of their “it just works” mentality.

    • bpollen8

      Everyone has an “it just works” mentality. Roku has thousands of free channels, is one advantage. Plus many private channels, for free or donation or pay. It’s also reasonably priced and has versions from a stick to a pricey does-it-all larger device.

      • Jeck

        It’s the same argument between an android phone and an iphone. The iphone can do everything it’s supposed to do well but you can’t customize it the way you want. You even eluded to it in your other response.

        • bpollen8

          The difference is that people have multiple streaming devices, but not multiple phones, usu. This was not your argument in the first place, tho. Your initial argument was that older people like Roku because they have an “it just works” mentality. I pointed out that that’s everyone’s mentality.

  • Chris K.

    Huh… I had no idea Android TV devices were that common. I wouldn’t have expected more than 4-5% for their market share here.

    The Fire TV’s position doesn’t surprise me. While the design of its apps are much better than Roku, that device is primarily designed to sell and access Amazon’s content. Most of the interface is centered around navigating through Amazon’s Prime and for-purchase libraries a dozen different ways, and the other apps appear to be afterthoughts. I know that has lessened with device updates, but I can see why earlier users of Fire devices would have been turned off by them.

    • Chris “Wolfman” Cuthbertson

      Would be interesting if they class ‘Android TV’ as boxes actually running Android TV e.g. Shield and not any set top box running Android. I know of a lot of people who run ‘Kodi’ boxes running Android OS

    • HeyRadar

      Yeah, I’ve never got where all these Android TV devices are. Granted Sony TVs use Android TV, but that would still be a small portion.

  • Joey Wolowitz

    The Fire TV could have had greater market share, but they weren’t available several times in the past year.

    • HiroRoshi

      I have both Roku and Fire, Fire seems associated to Prime which is annual membership and Millennials tend to live in a monthly service economy. Fire doesn’t need annual Prime but many seem to think it does.

  • bpollen8

    I have Roku. I would be interested in an Android device, depending on cost, because you can run certain things on it that you can’t on Roku.

    • David Batten

      You can get a Xiaomi Mi Box for $69.99 at Walmart. It runs full Android TV. I have one Mi Box and two NVidia Shield TV’s. The Mi Box runs apps just as well as the Shield TV does. Just no Amazon Prime support for it yet.
      After setting up a Roku Ultra for a friend. I was shocked at how slow the interface seemed compared to my Android TV’s. A night and day difference.

      • Chris K.

        Walmart? THAT would explain why there is a bit of a market share.

        • David Batten

          You can get Roku’s, Apple TV’s, Chromecast, etc. at Wal-Mart. Actually, the only one I have never seen at Wal-Mart is the NVidia Shield TV. I think they also dropped the Fire TV.

    • Matt Wolfgang

      I have both and there are definitely apps that will never exist on Roku because of under-powered hardware. For instance, the DVR/TV watching app for HDHomerun requires the ability to decode standard TV video and Audio, which Roku does not support. Of course, there are games, etc. as well.

  • FranchisePlayer

    This doesn’t seem too surprising with Roku being the dominant player in the market overall. Many millennials may have just used an older one from their parents. Apple TV is too expensive for many while the variations of Android TV boxes are cheap.

    I would be curious to see the numbers for PlayStation since you can get streaming content through it too (not totally sure about XBOX). My son uses a PlayStation with PSVue. Then there are those that just stream content from their laptop directly to the TV or, just watch it on the phone itself. That would be an interesting number as well. I’d bet more watch content on their phones than on any of the setup boxes.

    • David Batten

      Android OS, boxes maybe cheap with most from China. But “Android TV” boxes are not cheap. The only two true Android TV boxes are the Xiaomi Mi Box and the NVidia Shield TV, along with some smart TV’s. Neither of the streaming players are cheap and the NVidia Shield TV is the fastest box out there. Nothing else can touch it performance. Sure it’s $199, but as the saying goes, you get what you pay for.

      • FranchisePlayer

        I believe I may have mixed the two together but I was mainly thinking of the Xiaomi type boxes and their variations. But you’re right, the NVidia Shield and TVs with Android TV are certainly not cheap.

  • Juan Sutton

    Glad to see Android TV doing well, Android TV is built into several tv manufacturers. Sony, Phillips, RCA and I think a few more. I have the Nvidia shield and nexus player love them both

  • Carol Benedict

    I love Amazon own all their devices. The fire tv is in a drawer I didn’t like it way to hard to find other apps. It would be perfect if Amazon prime was the only streaming service a person had we use Roku on all of our tv’s we are senior citizens and Roku is very user friendly and I’m not surprised Roku is number one they were the very first I’m not sure but believe when we bought our first one Netflix was the only streaming service.