Roku More Popular Than Apple TV, Says Parks Set-Top Box Report
A study of set-top box adoption finds that Roku has a commanding lead, thanks to an association with Netflix and a smart product strategy.
Of U.S. broadband-enabled households with a set-top box, 44 percent own a Roku device. Compare that to only 26 percent that rely on Apple TV. Those numbers come from "The Evolving Market for Streaming Media Devices," a new report by market research company Parks Associates.
The installed base for set-top boxes is still fairly small. Parks predicts that 25 percent of U.S. homes will have one by 2015. (Parks doesn't include gaming consoles or dongle devices, such as the Google Chromecast, in that figure.) Strong sales for new devices, such as the Amazon Fire TV, are helping drive the category.
Why is Roku the set-top box leader, when Apple has a far bigger profile? Parks says it has to do with Roku's association with Netflix, as well as smart product expansion on Roku's part.
"Roku has always had a close association with Netflix, the largest source of video downloads, and currently offers more than 1,700 channel apps as well as a choice of models with different features and price points, all of which appeal to consumers' purchasing instincts," notes Barbara Kraus, director of research for Parks Associates.
If Apple releases an updated Apple TV with more functionality this year, it will drive competition in the market. Kraus adds that Apple has been lax in its Apple TV promotion so far, but could increase its efforts if challenged by Amazon.
The number of U.S. broadband-enabled households with some type of connected TV device grew to 64 percent in the first quarter of this year.
Parks Associates' report "The Evolving Market for Streaming Media Devices" is available for $3,200.
SVOD is on the rise and growing quickly: 44% of U.S. broadband homes currently subscribe.
Online video hits a milestone with over half of homes subscribing to or renting from online video entertainment companies.
After the initial buzz has worn off, Chromecast owners decide they'd rather stream with a game console or set-top box.
The set-top box market is heavy with innovation, but none of it from Apple. Could the next Apple TV reverse the trend with 4K video streaming?
Previewed at CES, the first Roku connected TVs are almost here. Hisense and TCL give specs, availability, and pricing info.
Parks Associates finds that U.S. broadband households are most likely to use a game console for living room video streaming.
Is the company staying quiet about new funding because it's planning an IPO? The Wall Street Journal says Roku plans to go public.
Video on-demand or live linear? New content or repurposed? Roku knows what works in set-top box video, and it's happy to share its experience with partners.
Many Americans will find a set-top box under the tree this year. Roku is the category leader, followed by Chromecast.
If a news report is correct, Apple will soon lure cord-cutters with a bundle that includes most of the broadcast networks.
In addition, Roku set-top-box owners will get updated software with channel search and a way to follow new movie releases.
Consumers aren't showing much interest in TV Everywhere, but OTT video services are booming and will continue to do so.