Roku extends its lead over the Apple TV and other streaming media players

Okay, Apple, it’s time for a fifth generation Apple TV with 4K and HDR support. New consumer research from Parks Associates reveals Roku is increasing its lead in the streaming media player landscape, with 37% of U.S. households owning and using a Roku device as of quarter one (Q1) of 2017, That’s up from 30% in Q1 2016. The research group says this increase in share of installed base puts Roku further ahead of its main competitors Amazon, Google, and Apple.

"Roku emerged early as a U.S. market leader for streaming media players, and the company has held firmly to that position," says Glenn Hower, senior analyst, Parks Associates. "Higher-priced devices, such as the Apple TV, have not been able to keep up with low-priced and readily available Roku devices, which can be found at Walmart for as low as $29.99."

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According to Parks Associates, of the other major players in this market, only Amazon's Fire TV had an increase in its share of installed base during the same timeframe. Amazon increased its share from 16% to 24% of U.S. broadband households, which moved the e-tailer ahead of Google for second place in streaming media player adoption. Google's Chromecast now holds an 18% share of installed base, while Apple's share fell to 15%.

"One-third of U.S. broadband households own a streaming media player," Hower says. "The growth of the U.S. OTT market provided consumers with unprecedented ease of access to video content. These streaming media devices make for quick and easy access to the top OTT libraries.”

Additional research in the report shows:

  • Forty-five percent of U.S. broadband households own a smart TV.
  • Approximately 15.6 million smart speakers with personal digital assistants were sold in the U.S. in 2016.
  • Nearly one-half of all U.S. broadband households own a gaming console.