Roku Controls 70% of All Cord Cutting, But the Fire TV Is Gaining Market Share




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When it comes to cord cutting you may think of companies like Netflix, Hulu, and Amazon. One you may want to give a second look at is Roku, because for the second quarter in a row Roku controls over 70% of all cord cutting.

Today Cord Cutters News is releasing the results of our quarterly survey, and for the third straight year, Roku is the number one streaming player among cord cutters. According to our survey of over 2,000 cord cutters, over 70% of all cord cutters own a Roku TV or player.

That 70% control gives Roku a huge amount of leverage over what happens in the world of cord cutting. Without Roku, you have effectively cut yourself off from a huge segment of cord cutters. While many cord cutters own multiple devices, the next most popular device is the Fire TV at just under 40% (up from 35% in the summer of 2018). The Apple TV came in once again at 24% of all cord cutters.

There is a four-way race in the world of cord cutting. Roku, Apple TV, Fire TV, and Android TV dominate the world of streaming. While Roku is holding steady at 70%, the Amazon Fire TV has seen solid growth with 40% of cord cutters now owning a Fire TV device. Apple in recent years has seen growth jumping from 15% of cord cutting to 24%, but in recent months that growth has leveled off as they have remained at 24% of all cord cutters. If this continues soon Roku and Amazon will be the two most dominant companies in cord cutting. (Note some cord cutters use multiple devices.)

This is likely why we have increasingly seen services launch on Roku first. Sling TV was first on Roku as was Philo. Yet mysteriously several services have still decided to leave Roku support low on their list.

From looking at recent strong Roku TV sales and now three years of Roku being the number one streaming player with cord cutters, clearly, services that skip over Roku severely limit their ability to reach cord cutters.

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