Apple TV is Losing Market Share, Falls to Third Most Popular Streaming Media Device [Chart]

The Apple TV is losing market share, slipping from 26% share last year to 17% this year, and falling from the second most popular streaming media device to the third.

According to Parks Associates, 10% of U.S. broadband households purchased either a streaming media player or stick in the first three quarters of 2014, already matching sales from 2013. The research finds Roku is still the leading brand with 29% of sales, but Google Chromecast (20%) has supplanted Apple TV (17%) in second place. New entrant Amazon Fire TV is in fourth place with 10%. Consumer content choices are also increasing, with Showtime and Sony planning to launch their own OTT video services to compete with Netflix and HBO.

"Nearly 50% of video content that U.S. consumers watch on a TV set is non-linear, up from 38% in 2010, and it is already the majority for people 18-44," said Barbara Kraus, Director, Research, Parks Associates. "The market is changing rapidly to account for these new digital media habits. Roku now offers a streaming stick, and Amazon’s Fire TV streaming stick leaves Apple as the only top player without a stick product in the streaming media device category."


In 2013, Roku accounted for nearly one-half of streaming media players (46%) purchased in the U.S., while Apple had 26%.

Apple's dropping market share can be attributed to it's streaming device not having a major update since 2012. Recent reports suggest we may not see a new device from the company until next year. Engineers working on the project have reportedly been informed Apple's overhauled media streaming device will not launch in 2014, primarily due to content negotiations going on between Apple and Cable companies.

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Read More [via CNET]