Streaming Video Media Devices Outsmart Smart TV

  • Parks Associates
DALLAS, TX - The number of U.S. broadband households with a streaming video media device, such as a Roku or an Apple TV, has doubled since 2011, reaching 14 percent in 2013, according to new report, "Connected TV: Trends and Innovation," from Parks Associates, an analyst firm specializing in emerging consumer technology products and services. The report also finds that of the available devices Roku is the most-used streaming video media device in the U.S. market. In a 1Q 2013 independent survey of 10,000 U.S. broadband households, Parks Associates found, among households with a streaming video media device, 37 percent primarily use a Roku compared to 24 percent that primarily use an Apple TV.

Parks Associates analysts predict the number of connected TV devices sold worldwide will reach 330 million annually by 2017, almost double the number to be sold in 2013. Average product prices will decline over this time, but annual sales revenues will increase almost 100 percent by 2017 as more households buy smart TVs, gaming consoles, Blu-ray players, and streaming video media devices.

Streaming Devices Preferable to Expensive Smart TVs
"Innovations such as next-gen game consoles and 4K or ultra-HD TVs will boost unit sales for these devices, but overall, consumers are reluctant to replace these big-ticket items solely for smart upgrades," said Barbara Kraus, director, research, Parks Associates. "As a result, streaming video media devices will have a thriving market because they can offer innovations such as streaming video at low prices. Devices such as Roku's streaming players and Google's Chromecast will benefit from these market conditions."

Parks Associates analysts report this success creates new challenges in differentiation for manufacturers and service providers. "Connected TV: Trends and Innovation" reports average device prices will decline by as much as half, so it will be critical for manufacturers and service providers to innovate today in order to capture new and recurring revenue streams in advertising and content placement.

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