Amazon Lands Top Share in US Digital Media Streamer Market, Says Strategy Analytics

Despite having launched its Fire TV streaming box and stick in 2014, Amazon has quickly established itself at the top of the rankings in the U.S. digital media streamer market, taking a 30 percent share of Q1 shipments, Strategy Analytics said last week, citing the availability of its quarterly vendor share report. Market concentration is prevalent in the stand-alone digital media streamer space, as the top four brands -- Amazon, Roku, Google and Apple, in the order of their rankings -- accounted for more than 90 percent of Q1 shipments, the research firm said. Other findings: (1) A total of 35.7 million digital media streamers are installed in U.S. homes, and about a third of U.S. broadband homes own at least one such device. (2) Apple has shipped in excess of 15 million Apple TV units since its 2007 launch. (3) Apple TV, Roku streaming boxes, Chromecast and Amazon Fire TV in Q1 accounted for 18 percent of all connected TV streaming devices installed in U.S. homes, up from 14 percent in Q1 a year earlier. "Low-cost standalone digital media streamers are proving hugely popular with consumers who want a quick and easy way of accessing their favorite online streaming services on the living room TV and the entry of instantly recognizable brands such as Google and Amazon is helping maintain growth in the sector," said David Watkins, Strategy Analytics service director-connected home devices.