×
You will be redirected back to your article in seconds

Roku Leads U.S. Connected-TV Market, Apple TV Expected to Lag Rivals (Study)

Roku is currently the No. 1 connected-TV device brand in the U.S., topping Google Chromecast, Amazon Fire TV and Apple TV in terms of total users, according to a new study from research firm eMarketer.

In 2017, 38.9 million Americans will use a Roku at least once per month, up 19% over last year, eMarketer estimates. Chromecast comes in second with 36.9 million users, followed by Amazon Fire TV with 35.8 million.

Apple TV comes in a distant fourth: The tech giant’s internet set-top device will have 21.3 million users. Over the next few years, Apple TV will continue to lag further behind its three rivals, eMarketer projects.

One big roadblock for Apple TV is its premium pricing. The fourth-generation Apple TV devices currently start at $150, whereas Google, Amazon and Roku each sell streaming sticks priced below $40.

Roku, on the other hand, is the only one of the four manufacturers in the segment that does not have an affiliated content service. “Roku has used its neutrality to strike deals with a wide range of partners, including smart TV makers, [over-the-top] service providers and social media companies,” said Paul Verna, eMarketer’s principal video analyst.

Roku in 2017 will capture 23% of the total U.S. connected-TV user population, followed by 22% for Chromecast, 21.3% for Amazon Fire TV and 12.7% for Apple TV. (The research firm noted that there is overlap in market penetration, as some consumers and households use more than one streaming device.)

By 2021, Roku will have added another 30 million monthly users, to continue to lead the field with a total U.S. user base of 69 million, per eMarketer’s forecast. Google Chromecast will hit 64.6 million and Amazon Fire TV will reach 62.6 million. Over that same period, Apple TV will add less than 4 million U.S. users, to reach 25.2 million by 2021, eMarketer predicts.

It’s important to note that eMarketer is estimating the total number of users per platform, not unit sales. This month Roku said it has more than 15 million active monthly user accounts; the eMarketer estimates are higher because each account may have multiple individual users.

Roku reportedly is planning to file for an initial public offering later this year, seeking a valuation of $1 billion. Earlier this year, the company said it generated close to $400 million in revenue in 2016, with more than $100 million from its media and licensing business.

All told, 168.1 million U.S. consumers will watch streaming video via a connected TV device this year, up 10% over 2016, according to eMarketer. Overall, smart TVs will capture the most streaming-video viewers with 81.2 million U.S. users this year, followed by game consoles with 62.8 million users. Blu-ray Disc players will have 29.0 million internet-video users in 2017.

As with all eMarketer forecasts, the connected-TV study aggregates data from “the most trusted sources,” according to the company. Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors. Media conglomerate Axel Springer acquired eMarketer in 2016.

More Digital

  • BURBANK, CALIFORNIA - JANUARY 18: (EDITORIAL

    Dax Shepard, Bobby Bones, 'Breakfast Club' Among iHeartRadio Podcast Awards Winners

    iHeartRadio launched its first ever Podcast Awards on Friday (January 18) in Los Angeles. Among the winners in 22 categories were “Whine Down with Jana Kramer” (Best Entertainment TV Podcast); “Armchair Expert with Dax Shepard (Breakout Podcast); “Bobbycast” (Music Podcast); and “The Breakfast Club” (Best Multicultural Podcast). The winners were determined by iHeartRadio listeners. Taking the top prize of Podcast [...]

  • Velvet Buzzsaw trailer

    Netflix Original Movies: What to Look Forward To in 2019

    Following the biggest fourth-quarter worldwide subscriber gain ever and some controversy around increased prices in the U.S., Netflix looks to keep its momentum going into 2019. From Jan. 18 through March, the streaming site will release 10 original films, including action-packed thrillers, a post-apocalyptic sci-fi, quirky comedies, inspirational dramas, an artistic horror movie and a viral [...]

  • The Beatles Eight Days a Week

    Imagine's Documentary Arm Sets First-Look Pact With Apple (EXCLUSIVE)

    Brian Grazer and Ron Howard’s Imagine Documentaries has set a first-look pact with Apple to develop non-fiction features and series. The deal comes as Imagine is investing heavily in the premium non-fiction arena. The company in June recruited RadicalMedia veteran Justin Wilkes to head Imagine Documentaries as president. The deal suggests that Apple sees docu [...]

  • Walt Disney HQ LA

    Disney Unveils Financial Data for DTC Unit, Sets April 11 for Investor Presentation

    Disney has rejiggered its business segments for earnings reporting to make room for the new unit housing its global streaming operations. Disney on Friday released restated earnings for fiscal 2018, 2017 and 2016 to give investors and financial analysts better visibility into its spending on the launch of the Disney Plus, ESPN Plus and other [...]

  • Facebook Logo

    Release of Docs to Reveal How Facebook Made Money Off Children

    Documents related to a 2012 lawsuit against Facebook in which children, sometimes unwittingly, spent their parents’ money on games via the social site will be unsealed, according to a Monday ruling from the United States District Court. The court gave Facebook ten days to file unredacted documents in accordance with the ruling. The 2012 lawsuit [...]

  • Facebook Logo

    Facebook Sets Up New Product Group for AR Glasses (Report)

    Facebook has restructured its augmented and virtual reality research division and set up a new group tasked with building augmented reality (AR) glasses, according to a new Business Insider report. Facebook acknowledged the move in a statement given to the publication, saying that the move affected “a few hundred people.” The group has already built [...]

More From Our Brands

Access exclusive content