A recent survey of over 1,900 readers by Cord Cutters News, reveals that 78.7% of Americans have no plans to purchase a new streaming player or smart TV in 2025, signaling a potential plateau in device upgrades amid a saturated market. The poll, which follows a similar 2024 survey showing 77.1% reluctance, underscores a growing trend of device fatigue as streaming dominates 43.5% of U.S. TV viewing (February 2025). Among those planning to buy, 9.5% intend to get a Roku, 5.6% an Apple TV, 2.6% a Google TV, 2.2% a Fire TV, and 1.2% cited other devices, reflecting Roku’s continued lead in a competitive field.
The data aligns with broader market dynamics—Roku already commands 64% of cord-cutters’ device usage, dwarfing Fire TV (32.5%) and Apple TV (18.4%) combined. Yet, the 78.7% opting out of new purchases suggests many are content with existing setups, especially as devices like the $49 Roku Streaming Stick 4K or $99 Apple TV 4K (2022) offer longevity with 4K, HDR, and app support for years. The 1.6% rise in reluctance from 2024’s 77.1% further hints at economic caution.
For those buying, Roku’s 9.5% share reflects its affordability and user-friendly interface, while Apple TV’s 5.6% appeals to iOS loyalists despite its $129 price tag. Google TV’s 2.6% and Fire TV’s 2.2% trail, with Google’s lag tied to Chromecast’s 10.8% usage (March 27 survey) and Fire TV facing interface gripes. The 1.2% “other” likely includes niche players like Samsung or LG TV.
Increasingly, streaming player manufacturers make most of their money from ads and subscriptions. If sales of new devices fall, companies like Roku and Amazon will look for new ways they make money.
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