Wide differences have emerged in the choice of streaming boxes and sticks for the reception of OTT services.
In a new report Ampere Analysis says Amazon’s Fire TV is the leading device in many of Amazon’s retail markets and has a market share of over 40% in both Germany and Japan. However, in the United States and Canada, Roku is the market leader, though with Amazon products snapping at their heels.
It will come as no surprise that Amazon device homes are more likely to subscribe to Amazon Prime Video and HBO Now than the average consumers – and compared to Roku device owners.
“More than any other sector, the streaming adapter market is a competitive battleground for companies with wildly different strategic imperatives – ranging from Amazon and the support which Fire TV provides for its retail operations, Apple and its high-end device ecosystem, Google and its advertising businesses, and Roku and its mix of monetisation mechanisms,” said Minal Modha, Consumer Research Lead, Ampere Analysis.
However, it is the Nordic countries that lead the use of streaming devices. Since Q3 2018, around 1 in 3 Internet respondents have an OTT streaming box or stick within their household.
Penetration is highest in Sweden where 55% of Internet respondents claim to have an OTT box or stick, this is closely followed by Denmark, UK and the USA where 51% of Internet users have one.
Ownership of Google Chromecast is high in the Nordics and Netherlands, which lack any serious Amazon retail presence. Google has over 50% market share in Netherlands and Denmark.
