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Chromecast Commanded Largest Global Market Share in Q3: Report

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With holiday shopping sales putting new emphasis on living room streaming devices, now is the right time to examine the popularity of the main competitors. According to a new report from market intelligence firm Strategy Analytics, Google Chromecast enjoyed the largest global market share in Q3 2015, as it has for the preceding four quarters, as well. In Q3, Chromecast owned 35 percent of the streaming market. It was followed by Apple TV with 20 percent, Amazon Fire TV with 16 percent, and Roku also with 16 percent.

In all, manufacturers shipped 53 million connected TV devices in Q3. That includes connected TVs, Blu-ray Players, game consoles, and standalone streaming devices. Manufacturers will ship 221 million units by the end of 2015, showing a rise of 17 percent over the previous year. Samsung ships the most connected TVs, having sold a quarter of all connected TVs now in use. In Q3, Philips began selling connected TVs that run on Google Android. The market share for Android TVs grew by 8 to 10 percent in Q3.

The growth of connected TVs, however, could soon erode the need for set-top devices.

"Despite the growing penetration of integrated smart TVs, digital media streamers such as Chromecast and Fire TV continue to prove popular with consumers thanks to their low cost and effectiveness at bridging the gap between the internet and the TV screen," says David Watkins, service director for connected home devices at Strategy Analytics. "While the long-term viability of such devices will be threatened by advancements in smart TV technology, they are currently acting as significant components in Apple, Google, and Amazon's fast-evolving TV and video ecosystems."   

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