Streaming STBs reach a fifth of US broadband households


Michelle Clancy

| 21 August 2015

Internet set-top boxes (iSTBs) such as Apple TV and Roku are now present in 21% of US broadband households, up from 13% in early 2014 - an increase in penetration of 63% over the last year.

According to analysis from TDG, iSTBs are particularly popular among adult broadband users between 25-44 (29% penetration). By contrast, only one-in-five late Millennials (18-24s) use an iSTB, with viewers more likely to turn to game consoles than newer platforms.

"20 million US households now use an Internet set-top box to access streaming TV services," notes Michael Greeson, founder and director of research at TDG. "As Apple prepares to launch its new Internet set-top box, it does so knowing demand for such platforms have significant headroom, and will be driven by not only greenfield purchases, but multi-unit and replacement sales, as well."