Global sales of connected TV devices are expecting to reach a new record this quarter, the combination of demand approaching the Christmas holidays and the impact of the pandemic that was already driving sales to streaming services and their devices.
Strategy Analytics’ Connected Home Devices is anticipating sales of 111 million units, representing a growth of 32% on the previous quarter, and 6% on Q4 2019. Global Connected TV Device Vendor Market Share, says games consoles will be the fastest growing device, with Q4 sales expected to grow by 150% compared to Q3. Growth in media streamers will be 42% and smart TVs 9%. The strong Q4 will bring full-year 2020 sales to 315.6 million units, an increase of 6% on the 2019 level and the highest ever total.
“Demand for smart TVs, streamers and consoles has held up remarkably well after a year of such enormous challenges,” says Chirag Upadhyay, Analyst, Connected Home Devices. “Supply chain issues were overcome relatively quickly, and consumers have demonstrated that they are keen to stay up-to-date with the latest technologies in order to get the best possible video and TV streaming experience.”
Strategy Analytics’ places Amazon as the leading vendor in Q4, with sales of 12.8 million connected TV devices. Samsung and Sony are each expected to sell around 12 million devices, while LG and Nintendo will sell close to 7 million. By the end of 2020 the report predicts that there will be nearly 1.3 billion connected TV devices in use worldwide, supporting the transition from traditional TV towards streaming video services.