US ownership of streaming players jumped 9% in past year with Roku leading the pack

By Jim O'Neill on May 18 2016 at 8:45 AM
US ownership of streaming players jumped 9% in past year with Roku leading the pack

Ownership of streaming media players continues to grow in the United States, with more than 36% of all broadband households owning at least one of the devices, new research says, up 9% from a year ago. And, according to a Parks Associates’ report, the top dog in the market is Roku.

The research, at the INTX Show in Boston, said Roku accounted for 30% of streaming devices purchased in the U.S. from Q1 2015 to Q1 2016, with Amazon grabbing 22% of the market and Google at 22%, as well. Apple TV, meanwhile, came in fourth with a 20% market share, but did see a 50% surge in sales with the release of its new iteration in Q4 2015.

“Roku and Amazon benefit from multiple form factors – both offer boxes and sticks,” said Barbara Kraus, director of research at Parks. “Sticks accounted for 50 percent of all unit sales in 2015. Approximately one-third of Roku sales were sticks, and roughly three-quarters of Amazon sales were sticks. Apple and Roku were essentially tied for selling the most boxes, but Roku is expanding its base with the additional form factor.”

Parks estimates 86 million streaming media players will be sold globally in 2019.

“Device makers have successfully sold streaming media players to consumers by offering easy access to a variety of content streams, as well as frequent updates that add the latest innovation,” said Kraus. “Amazon in particular has benefited by promoting its Fire TV devices in conjunction with the company’s Prime Video service as well as streams from HBO, Showtime, and other premium offerings.”

Stay tuned.

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