10% of U.S. broadband households have bought a streaming media device to date in 2014

10% of U.S. broadband households have purchased a streaming media device to date in 2014

Parks Associates announced updated streaming media device data today showing 10% of U.S. broadband households purchased one of these devices, 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.”

During the 2015 Consumer Electronics Show (CES) in Las Vegas next month, Parks Associates and companies including Amazon, AT&T, TiVo, and Comcast will examine next-generation TV services and the video ecosystem at the market research firm’s CONNECTIONS™ Summit : Monetizing Smart Home Solutions and Connected Devices, January 6, 2015, in Las Vegas.