With the launch of the new Apple TV, Apple has the largest share of the streaming TV hardware market, at 31%, followed closely by Amazon, at 28%, according to Slice Intelligence.
Among those who had purchased a TV streaming device over the past two years, most of them bought an Apple TV. However, the vast majority had not bought an Apple TV, Roku, Chromecast, or Fire TV during the period. But Apple TV has not necessarily brought a new crop of buyers to this market; as Apple hasn’t introduced a major update to the AppleTV since 2011. So, anyone who bought a previous generations of the Apple TV before November 2012 would be included in this first-time buyer category.
Most buyers of the new Apple TV had not purchased a TV streaming device in the past two years.
Sales of TV streaming devices have been flat over the period, with sales only surging only during the holiday shopping period, as well as at times where prices have fallen; most notably when Amazon introduced the $35 Fire TV stick in November 2014 and when the Apple TV decreased in priced last March, from $99 to $70. With the addition of the new Apple TV, Apple has the largest share of the streaming TV hardware market, at 31 percent, followed closely by Amazon, at 28 percent.
The new Apple TV put Apple ahead of Amazon in the video streaming hardware market.
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