According to new research from Parks Associates, 39% of U.S. broadband households own a streaming media player, just a 1% increase over 2018, indicating that ownership has flattened.
The research, entitled 360 Deep Dive: Adoption and Use of Connected Video Devices, finds that connected video device manufacturers may need to shift focus from hardware sales to service and advertising revenue as ownership reaches saturation.
"Streaming media has reshaped how U.S. consumers interact with entertainment content and services, so as the market matures, sales increasingly come at another vendor's expense," says Kristen Hanich, Senior Analyst, Parks Associates. "Video-quality features are the most important factors when consumers buy a connected video device, although Roku and Amazon have certainly benefited among streaming media players by having broad product portfolios that include lower price points."
Among streaming media players, Roku and Amazon's Fire TV are the clear market leaders with almost 70% of the installed base of streaming media players in the U.S. Consumer-reported data reveals that between Q1 2017 and Q1 2019, Roku's share of the U.S. SMP installed base grew from 37% to 39% while Amazon's share of the installed base increased from 24% to 30%.
"As the addressable market shrinks, rivalry increases," says Craig Leslie, Senior Analyst, Parks Associates. "The combined installed base for Roku and Amazon is three times larger than the nearest competitor. The adoption of Roku and Fire TV streaming media players continues to grow at the expense of Chromecast and Apple TV."