Apple now has 32 percent of the streaming TV hardware market

One week after the fourth-generation Apple TV went on sale, Apple now has a bigger share of the market than Amazon, Roku, and Google according to Slice Intelligence. With the addition of the new Apple TV, Apple has the largest share of the streaming TV hardware market, at 31 percent, followed closely by Amazon, at 28 percent.

Among those who had purchased a TV streaming device over the past two years, most of them bought an Apple TV. However, the vast majority had not bought an Apple set-top box, Roku, Chromecast, or Fire TV during this period. The research group — which bases its data on his panel of three-million-plus online shoppers — also notes that:

While the average person who buys an Apple product spends $788 per year on Apple gear, those who bought the latest Apple TV spent $1,161 in the same period.

More than 90 percent of the new Apple TV buyers are men, and the majority are between the ages of 35 and 44. 

Seven percent of new Apple TV buyers also purchased an Apple Watch, about five times the rate of the overall online shopping population.