Apple TV’s share of the streaming device market is only 2%, report says

Apple’s Apple TV accounts for only 2% of the global streaming device market, according to new data from the smart TV and set-top box industries. Apple sells only Apple TV set-top boxes for streaming devices. Although Apple regularly updates its devices, it has never had mainstream success compared to its competitors.

Apple TV's share of the streaming device market is only 2%, report says

This is reflected in the streaming industry data released Wednesday by Strategy Analytics. Tv makers tormented, with South Korean tech giant Samsung taking 14 per cent of the market, according to the data. This was closely followed by Sony and LG, with market share of 12% and 8%, respectively.

Notably, these numbers include set-top boxes, streaming sticks, game consoles, and smart TVs. Overall, 1.14 billion streaming devices are in use, according to Strategy Analytics.

The figures illustrate just how fragmented the streaming device industry is, compared with Apple’s small share of the market. “Over-the-top TV and video streaming to TV are a complex and evolving environment compared to mobile devices with only two platforms dominant,” said David Watkins, director of Strategy Analytics.

In addition to Apple, other streaming device makers with similar market share include Amazon (5 percent), Microsoft (4 percent) and Roku (3 percent).

When it comes to leading software platforms, Samsung’s Tizen OS leads with 11%, followed by LG’s webOS and Sony’s PlayStation. Apple’s tvOS doesn’t even include these numbers, but falls into the “other” category, which accounts for a total of 49% of the market.

Apple will release a new Apple TV operating system update, tvOS 14, in the fall. It will integrate more deeply with HomeKit to better support picture-in-picture mode, as well as other incremental features. On Tuesday, Bloomberg reported that a new generation of Apple TV hardware could arrive in 2021, with a faster processor and new Find Me Remote feature.