Amazon’s Fire TV Market Share Grows But Roku Remains Dominant




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Today Parks Associates officially released a report looking at the current state of the streaming player market. According to the report the Amazon Fire TV market share grew to 25% up from 16% in 2016. The Google Chromecast feel from 21% in 2016 to 18% today. Roku well still dominates at 37% has been flat since 2016. Apple TV has also been stuck at 15% of market share.

Parks Associates: Streaming Media Player: Brand Share by Installed Base (PRNewsfoto/Parks Associates)

“Since their inception about a decade ago, consumers have purchased streaming media players due to their modern and friendly user-interfaces, wide app support, and low cost, making them easier to upgrade and replace than a television set,” said Kristen Hanich, Research Analyst, Parks Associates. “In terms of usability, consumers score Roku, Apple TV, and Amazon’s Fire TV highly. When ranking these devices, Roku leads in multiple usability categories, while the Apple TV leads in terms of gaming and the ability to purchase content. Amazon’s Fire TV has moved up to second place in the ease-of-setup category and is close to the Apple TV’s score in several more, including ease of finding something to watch and ease of purchasing content, which could account in part for its growing market share.”

When looking at the current state of the Apple TV Kristen Hanich told “That installed base is actually growing a fair amount year-over-year. Their share of the installed base is holding pretty steady. They’ve had a little bit of growth in terms of device penetration. We believe the addition of the Apple TV 4K edition has been to their benefit in maintaining this installed base as well as the popularity of the Siri remote and its ease of use.

Here are some more details from the report:

  • More than 70% of streaming media player (SMP) owners use their devices at least once per week, compared to 59% of smart TV owners.
  • 44% of SMP owners use their device daily as compared to 37% of smart TV owners.
  • Almost 50% of smart TV owners also own a streaming media player.
  • Between 2015 and 2017, flat-panel purchases including 4K/Ultra HD technology rose from 14% to 30% among U.S. broadband households.

Source: Fortune

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