With a maeket share of 35%, Chromecast leads the market, according to the research firm’s Global Connected TV Device Vendor Share: Q3 2015 report. Apple TV is runner-up with 20%, followed by Amazon’s Fire TV and Roku, each with a 16% share.
Global connected TV device shipments for Q3 2015 reached 52.7 million units, an increase of 18% from 44.5 million in Q3 2014. Sales are on target to hit 221 million units for the full year, representing growth of 17%. The overall installed base of such devices has now surpassed 660 million units, with smart TVs accounting for 47% of the total.
Samsung continues to dominate the global smart TV market from LG and Sony and it now accounts for one in four smart TVs in use worldwide. During the quarter, Philips joined Sony and Sharp in offering smart TVs with Google’s Android TV platform in a number of its mid to high-end ranges. Android TV captured an estimated 8-10% share of the overall smart TV market during Q3.
Within the game console market, Sony shipped more than double the number of consoles as Microsoft in the quarter although the Xbox One is expected to close the gap on the PS4 during the final quarter thanks to its appealing 1st and 3rd party bundles.
“Despite the growing penetration of integrated smart TVs, Digital Media Streamers such as Chromecast and Fire TV continue to prove popular with consumers thanks to their low-cost and effectiveness at bridging the gap between the internet and the TV screen,” commented David Watkins, service director, Connected Home Devices service.
“While the long-term viability of such devices will be threatened by advancements in Smart TV technology, they are currently acting as significant components in Apple, Google and Amazon’s fast evolving TV and video ecosystems.”
Chirag Upadhyay, senior research analyst, Connected Home Devices service added, “The growing adoption of connected TV devices in the home proves that the living room TV screen is still the dominant medium for consuming TV and video content. The collective viewing experience cannot be replicated on a smart phone or tablet and so we expect the ‘connected TV screen’ to remain a focal point of homes in the future.”