Roku and Amazon are the most popular brands of streaming media players purchased, according to a new Parks Associates study.
Battle of the Platforms: Assessing Connected TV Ecosystems also lists Samsung (and its in-house Tizen OS) as the most popular brand of smart TV purchased.
Sixty-five percent of US internet households named one of these brands as their primary streaming video device.
“Samsung has a sizeable lead in the smart TV market,” said Elizabeth Parks, President and CMO, Parks Associates. “The company’s strength in smart TVs earns it the #2 position in CTV platform use, even though Samsung does not have a separate streaming media player offering.”
Roku and Amazon are the most popular brands of streaming media players among owners and US households overall. Both have expanded into smart TVs as well, broadening their overall CTV platform penetration.
“Most consumers prioritise software capabilities, customer service, and hardware specifications when purchasing a new smart TV,” Parks said, “but a cohesive and carefully designed interface within a single operating system can significantly enhance the user experience after purchase and help to increase brand stickiness.”
Parks Associates is holding its seventh annual Future of Video conference (November 19-21 at Marina del Rey Marriot), where more detail from the study will be given.
