Tech giants dominate U.S. streaming platform market

Tech Giants Dominate Streaming Platform Market: 65% of US Internet Households Use Either Roku, Samsung, or Amazon as Their Primary CTV Platform

DALLAS — Parks Associates’ seventh annual Future of Video, November 19-21 at Marina del Rey Marriot, will feature the firm’s latest research on the role of the tech giants, including Roku, Samsung, and Amazon, in the video distribution and CTV (connected TV) device ecosystems. The firm’s new study, Battle of the Platforms: Assessing Connected TV Ecosystems, reports that Roku and Amazon are the most popular brands of streaming media players purchased, while Samsung is the most popular brand of smart TV purchased. Together, these three brands dominate in terms of consumer viewing habits, with 65% of US internet households naming one of these brands as their primary streaming video device.

“Samsung has a sizeable lead in the smart TV market,” said Elizabeth Parks, President and CMO, Parks Associates. “The company’s strength in smart TVs earns it the #2 position in CTV platform use, even though Samsung does not have a separate streaming media player offering.”

Roku and Amazon are the most popular brands of streaming media players among owners and US households overall. Both have expanded into smart TVs as well, broadening their overall CTV platform penetration.

“Most consumers prioritize software capabilities, customer service, and hardware specifications when purchasing a new smart TV,” Parks said, “but a cohesive and carefully designed interface within a single operating system can significantly enhance the user experience after purchase and help to increase brand stickiness. At Future of Video, we will address strategies to increase consumer loyalty for these platforms, devices, and streaming services.”