Apple TV has doubled its share of premium video viewing in just one quarter from 5% in Q4 ’14 to 10% in Q1 ’15 – overtaking Roku, according to Adobe’s Digital Index (ADI).
Overall, Apple seems to dominate streaming video with iOS on mobile devices increasing its share of premium video views to now account for 47%, while Android devices remained flat at 15%.
Among unauthenticated video views, Adobe said that Apple’s iOS is even larger, claiming a dominant 82% share of that market segment. Additionally, Adobe stated that Apple devices “currently drive 62% of all authenticated pay-for-TV video views.”
“Apple is sitting in the catbird seat because of its dominant position with access to consumers and a wealth of video data,” said Tamara Gaffney, principal analyst at ADI.
“The challenge will be to see if it can monetize the strategy fast enough to get ahead of the movement away from linear TV toward digital viewing. Apple is clearly looking to play in the video-streaming market, and the growth of that market is a big indicator as to why.
“It goes to show that this industry is taking off, and, clearly, that’s why Apple is trying to get out in front of it.”
According to the New York Times, Apple will not be announcing a new Apple TV at WWDC 2015. It was widely expected that Apple would introduce a new version of its Apple TV including new features such as Siri voice control.
“Those eager for a new Apple TV, however, will have to wait. The company decided to hold off an announcement because the product was not ready to be demonstrated, according to people briefed on the device.”
One of the reasons could be that Apple still has to sign more content deals; the company is said to want to add local TV stations to its line-up. Just yesterday, Showtime announced a deal with Apple for its premium streaming service.
