Apple TV sales slowing in crowded OTT field

Tuesday, August 5th, 2014
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As Google and Amazon enter the OTT Streamer segment, Apple TV sales growth lags behind industry average

BOSTON, MA — Apple TV sales growth has slowed significantly this year, down to a 12 percent annual growth rate at an estimated 1.9 million units sold in Q2 2014 according to Strategy Analytics Connected Home Devices (CHD) service report, “CE Vendor Quarterly Analysis Apple (AAPL): Q2 2014.”

OTT Streamers, Estimated Apple TV Market Share

Other key findings from the report include:

  • OTT Streamer shipments are forecast to rise 54 percent in 2014, reflecting strong demand for affordable delivery of OTT content on TV screens.
  • Strategy Analytics estimates that Apple TV market share in the OTT Streamer segment has fallen about 10 points from 38 percent in 2012 down to 27 percent in 2014.

David Watkins, Service Director, Connected Home Devices commented: “Google and Amazon have staked their claims on the OTT Streamer segment and now the ageing Apple TV is lacking features like voice control, gaming support, and most of all, an open app store. Many of those features are rumored to be part of the next generation Apple TV, but delays are impeding its chance to succeed before Google’s Android TV and Amazon’s Fire TV grab a foothold in the market.”

Eric Smith, Analyst, Connected Home Devices said: “To be fair, the next generation Apple TV would be revolutionary if Apple’s negotiations with service providers like Comcast clear the way for 4K video delivery or integrated Pay TV and OTT delivery through a single box. To the latter point, technology giants like Intel have unsuccessfully spent hundreds of millions of dollars to break into the Pay TV business; convincing Pay TV providers and content owners to share control of lucrative video content with non-traditional players will continue to be challenging.”