A new report out today by Adobe Digital Index (ADI) put Apple atop a list of streaming media providers (via CMO), the Apple TV and iOS devices representing 62 percent of all authenticated pay-for-TV video views, or any online app that requires a cable subscription to access. Measuring all video content from free ad-based YouTube clips to "shows accessed through an authenticated app-based or TV subscription service," ADI reports that the streaming industry as a whole has grown a drastic 282 percent year over year.

Focusing solely on Apple, the Apple TV doubled its share of the overall online media streaming market, growing from 5 percent to 10 percent quarter over quarter. As ADI points out, a few of Apple's streaming rivals - Roku and gaming consoles like Xbox and PlayStation - saw increases in the past year, as well.

Apple_2 streaming

"Apple is sitting in the catbird seat because of its dominant position with access to consumers and a wealth of video data,” said Tamara Gaffney, principal analyst at ADI. “The challenge will be to see if it can monetize the strategy fast enough to get ahead of the movement away from linear TV toward digital viewing. Apple is clearly looking to play in the video-streaming market, and the growth of that market is a big indicator as to why.”

On the opposite end, these mobile- and living room-centric media solutions have cannibalized the streaming shares of desktop PCs and Macs. “It looks like desktops are losing the battle in the home," Gaffney noted. "Bringing the TV Everywhere viewing platform full circle and returning viewers to the living room.”

iOS saw a less dramatic increase year over year than the Apple TV, with a growth from 43 percent to 47 percent, while the company's Android competitors saw no growth at all on mobile, staying at a consistent 15 percent share of the streaming market. Although desktops are dipping in streaming popularity, notebooks are undoubtedly still a highly used source of streaming content for many people. As such, Google Chrome and Safari both saw upticks in pieces of the overall streaming market over the past year by 18 and 15 percent, respectively.

Apple_5 streaming

The key takeaway from our analysis is that the streaming video space is growing fast, and Apple is growing by building out an ecosystem of devices as it relates to that space,” Gaffney said. “Apple is leaning toward having a bigger play there than in the past. For marketers that means having a blanket approach to advertising is not going to work. They need to think about who is viewing and when. The strategy needs to be evolving and more complex to match the evolving and more complex nature of the landscape.”

ADI predicts that smartphone browsing will overtake that of desktops in 2017, noting that currently the preferred method for casually streaming content is tablets, "used specifically for leisurely activities such as video viewing and listening to music." With Apple's revamped Apple TV a no-show at WWDC next week, it'll be interesting to see how the company continues to grow the now three-year-old device. With Apple's plans to launch its own subscription television service sometime in the future, there's no doubt that the streaming media industry as a whole will only continue to grow.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Caution)

Top Rated Comments

PortCity Avatar
114 months ago
The report sounded to good to be true (for the Apple TV) being that Roku has been pretty dominant the last few years. Then I found the following: "The Adobe index took into account anonymous data from Adobe marketing cloud’s clients, mainly network and cable broadcasters that offer paid streaming of their premium TV content. The data did not include streaming-only services like Netflix, Amazon Prime, Hulu, nor free YouTube views." (According to Macworld). So Adobe creates a report on streaming services but leaves out the major streaming services. Way to go Adobe.
Score: 6 Votes (Like | Disagree)
8CoreWhore Avatar
114 months ago
And this doesn't even count using my rMBP to torrent shows.
Score: 4 Votes (Like | Disagree)
Dilster3k Avatar
114 months ago
And they're not even trying... A true testament for Apple! :p
But please, I've been holding out to buy a redesigned Apple TV, get on it so I can jump the wagon!

(Also, who knew Adobe did this research?)
Score: 2 Votes (Like | Disagree)
jacobh101 Avatar
114 months ago
and Apple considers AppleTV a hobby.
Score: 2 Votes (Like | Disagree)
TMRJIJ Avatar
114 months ago
Wow. Even their 'hobbies' are doing better than the competition :rolleyes:
Score: 2 Votes (Like | Disagree)
Michael CM1 Avatar
114 months ago
Yet another reason why I am not a fan of Adobe.
First they bogged down our computers with Flash. Then they forced anybody wanting new versions of their "this is the only software there is that does this stuff now" Creative Suite into a subscription model. Then you bring this nugget of wisdom to light.

Man, that company blows!
Score: 1 Votes (Like | Disagree)

Popular Stories

General Apps Messages

Apple Announces 'Groundbreaking' New Security Protocol for iMessage

Wednesday February 21, 2024 6:00 am PST by
Apple today announced a new post-quantum cryptographic protocol for iMessage called PQ3. Apple says this "groundbreaking" and "state-of-the-art" protocol provides "extensive defenses against even highly sophisticated quantum attacks." Apple believes the PQ3 protocol's protections "surpass those in all other widely deployed messaging apps," according to its blog post:Today we are announcing...
iOS 17

iOS 17.4 Will Add These New Features to Your iPhone

Monday February 19, 2024 6:52 am PST by
Apple last month confirmed that iOS 17.4 will be released in March, and the update includes several new features and changes for the iPhone. Key new features in iOS 17.4 include major App Store changes in the EU and Apple Podcasts transcripts. The update also adds new emoji and includes preparations for the launch of next-generation CarPlay later this year. More details about the new...
samsung galaxy ring

'Apple Ring' Allegedly in Development to Rival Samsung Galaxy Ring

Tuesday February 20, 2024 2:27 am PST by
Apple is speeding up development of a smart ring that can be worn on the finger to track users' health biometrics, claims a new report coming out of Korea. Teaser image of Samsung Galaxy Ring shown at Galaxy Unpacked in January Apple has toyed with the idea of a ring wearable for several years, as indicated by several patents, but with Samsung preparing to bring its own product to market, the ...
volvo s60 drivers apple maps

iOS 17.4 Beta Adds CarPlay Option to Show Upcoming Maneuvers in Instrument Cluster

Tuesday February 20, 2024 10:47 am PST by
The fourth beta of iOS 17.4 that Apple released today adds a new CarPlay feature, according to the notes that Apple provided to developers. In supported CarPlay vehicles, there's now an Apple Maps option to show information about upcoming maneuvers in the instrument cluster. CarPlay users will be able to swap the display type between the main and instrument cluster by tapping on the map...
iPad Pro OLED Feature 2

Apple's Upcoming OLED iPad Pro Models Rumored to Be Much Thinner

Tuesday February 20, 2024 1:39 pm PST by
Apple is planning to update the iPad Air and iPad Pro lineups as soon as March, and the new iPad Pro models will be significantly thinner according to dimensions shared by 9to5Mac. Citing sources with knowledge of Apple's plans, the site claims that the larger version will be more than 1mm thinner. The current 12.9-inch iPad Pro measures in at 6.4mm thick, but the new model is said to be 5mm ...
Beyond iPhone 13 Better Blue Face ID Single Camera Hole

Six Reasons to Wait for Next Year's iPhone 17

Thursday February 22, 2024 4:20 am PST by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models concurrently, which is why we sometimes get rumored feature leaks so far ahead of launch. The iPhone 17 series is no different, and already we have some idea of what to expect from Apple's 2025 smartphone lineup. If you plan to skip...
Oled iPads and MackBook Pro Notch

Apple's OLED Roadmap: New iPad Mini, Foldable iPad Pro, and More

Wednesday February 21, 2024 5:29 am PST by
Apple is planning to launch at least nine new devices with OLED displays across the iPad and MacBook product lines, according to an updated forecast from research firm Omdia that sets out the company's plans in detail. As widely rumored, Apple's push to transition to OLED will apparently be jump-started by the release of new 11- and 13-inch iPad Pro models this year. The displays will...
m3 macbook pro 14 16

Apple Now Selling Refurbished M3 Pro and M3 Max MacBook Pro Models

Monday February 19, 2024 5:04 pm PST by
Apple today began offering refurbished versions of the 14-inch and 16-inch MacBook Pro models with M3 Pro and M3 Max chip options, offering the machines at a discount for the first time since their October 2023 release. The release of M3 Pro and M3 Max models on Apple's refurbished store comes almost two weeks after the entry-level 14-inch M3 MacBook Pro first appeared on the store....