The Apple TV is at the bottom of the US connected TV market, behind Roku, Amazon Fire, and Google Chromecast, according to eMarketer. This year, 25.1 million Americans will use an Apple TV device, or 13.2% of connected TV users, says the research group.
“Apple will need to continue to increase investments in original content and licensing to differentiate itself from competitors,” says Chris Brentsen, senior forecasting analyst at eMarketer. “However, it could take advantage of its massive smartphone reach in the US and abroad. At the same time, we think content should be made available beyond Apple TV, who’s high price point makes it difficult to reach a mass audience.”
In 2019, 190.0 million people in the US will watch video via a connected TV device. Also, this year In 2019, total OTT [over-the-top] viewership in the U.S. will grow by 2.5% to 204.9 million people. YouTube is the leading OTT platform in the country with 96.2% of OTT users, followed by Netflix with 76.8%.
OTT refers to content providers that distribute streaming media as a standalone product directly to viewers over the Internet, bypassing telecommunications, multichannel television, and broadcast television platforms that traditionally act as a controller or distributor of such content. Netflix, Amazon prime, Hulu, fuboTV and others are OTT providers.