The ownership of connected TV devices in the US grew 5% quarter-on-quarter in Q3 2014 and 28% year-on-year to reach 168 million units according to research from Strategy Analytics.
RokuSeagateIn the USA Connected TV Device Tracker: Q3 2014 report, the analyst says that fuelled by a desire to watch video content delivered via the open Internet, the average US home now owns 1.9 connected TV devices — such as smart TVs, smart Blu-ray players, IP-enabled game consoles and digital media streamers — compared with 1.5 in Q3 2013.
Looking at what types of devices were most popular, the tracker found that 43% of connected TV devices in use were games consoles, but smart TVs and standalone media streamers were catching up. Samsung was the dominant player in the US smart TV market, claiming 35% share of unit shipments during the third quarter. Vizio was second place, followed by Sony and LG. Apple dropped to third in the digital media streamer market in Q3 2014 having led the market just 12 months previously. Google's Chromecast took top spot with 26% share of shipments, followed closely by Roku.
"Competition within the US connected TV device market is intensifying as device makers battle to be the gateway of choice for watching online videos on the TV screen," commented David Watkins, service director, Connected Home Devices. "Heavyweight brands Google and Amazon have shaken up the market and have created a huge surge in demand for low-cost media streaming dongles. These devices may not provide as sophisticated an experience as an integrated smart TV but often provide a much faster and easier way for consumers to get access to their favourite online streaming service".