1010data: Amazon costs Apple, Google $100 million annually by kicking out the Apple TV, Chromecast

Amazon has kicked both the Google Chromecast and Apple TV out of the Amazon online store entirely in a rare move for an “everything store.” Using a panel of millions of online consumers, 1010data, which provides a cloud-based software platform, examined the streaming TV space to determine the effect this bold move by Amazon will have on Google and Apple and overall online sales of TV streaming devices. Apple World Today was given an advance copy of the report.

1010data estimates that, in the U.S. in the past 12 months, nearly 10 million Apple TV, Chromecast and Amazon Fire TV units have been purchased online for a total of US$420 million and an average price of $45. In retailer share, Amazon dominates sales for the TV stick category with 93% of dollars spent.

Since Amazon is the biggest retailer with special ability to promote its own branded TV Stick, it’s no surprise that Amazon owns 75 percent of dollars spent on TV sticks. According to 1010data, Chromecast online sales amounted to $67 million over the past 12 months. Apple TV sold $42 million worth.  For Google $60 million (90 percent) came through Amazon; for Apple $25 million (60 percent) came through Amazon.

This is just the cost of the devices. Both Google and Apple make a lot of money from advertising (Google) and content purchases (Google and Apple) that are consumed through these devices. This will likely be a major blow to those sales,  too, according to 1010data.

“Through Amazon alone, Google and Apple did about $85 million the past 12 months. Factoring in growth and the likely continued popularity of these devices, Google and Apple could easily have done over $100 million in sales of streaming TV devices on Amazon over the next 12 months,” says the 1010data report. “It will be interesting to watch how Chromecast and Apple TV will fare without their primary online sales channel, Amazon. We can however bet that Amazon Fire TV for the foreseeable future will dominate the TV sticks market from a share perspective.”

Google is now promoting Chromecast on its own store and on Best Buy, Walmart, and other mass retailers that do much less volume than Amazon online. Apple will be doing most of its TV sales on Apple.com now.

The next gen Apple TV goes on sale at the end of this month. The cost is US$149 for a 32GB model and $199 for a 64GB version. The new set top box features the Apple-designed A8 chip for even better performance. tvOS supports key iOS technologies including Metal, for detailed graphics, complex visual effects and Game Center, to play and share games with friends.

The new Apple TV’s Siri Remote lets you use a glass touch surface that handles both small, accurate movements as well as big, sweeping ones, according to Apple. Developers can take advantage of the built-in accelerometer and gyroscope, and the touch surface on the Siri Remote to create games and other app experiences that have never been seen on TV before.

With Siri, you can use your voice to search TV shows and movies by title, genre, cast, crew, rating or popularity by speaking things such as “Find the best funny movies from the ‘80s,” “Find movies with Jason Bateman” and “Find popular TV shows for kids.” Apple TV will search iTunes and popular apps from Netflix, Hulu, HBO and Showtime, displaying all the ways the resulting TV shows and movies can be played. Siri also offers playback control and on-screen navigation, as well as quick access to sports, stock and weather information.