Apple TV Sees Major Sales Growth in 2015 But Still Ranks as Fourth Most Popular Streaming Media Player

The launch of the fourth-generation Apple TV, with Siri integration and a full App Store, resulted in a huge Apple TV sales boost, according to new data shared by Parks Associates. In 2015, Apple TV unit sales were 50 percent higher than unit sales in 2014.

Despite the surge in sales, the Apple TV continues to rank as the fourth most popular streaming media player in the United States, coming in behind Roku, Amazon, and Google. The Apple TV accounted for 20 percent of streaming media players purchased from 1Q 2015 to 1Q 2016, compared to 30 percent for Roku and 22 percent each for Amazon and Google.

streamingmediaplayersales

While Apple TV remains in fourth place among the four major brands, it had the largest increase in unit sales year-over-year, primarily due to its long-awaited new version, launched in 4Q 2015. Its share of sales in 2015 was 50% higher than its share in 2014. Amazon also had a substantially higher share of unit sales in 2015.

Parks Associates believes Apple trails behind because both Amazon and Roku offer multiple form factors with both standard boxes and smaller sticks available. Amazon, Roku, and Google also offer more affordably priced streaming media players than Apple, with its latest box starting at $149. Apple does, however, continue to sell its third-generation Apple TV for $69, more competitively priced with competing set-top boxes.

In total, 36 percent of U.S. broadband households now have at least one streaming media player, up from 27 percent last year, and media players from Amazon, Roku, Apple, and Google make up 94 percent of those. Media player sales are expected to grow significantly over the next few years, with an estimated 86 million streaming media players set to be sold globally in 2019.

Since Apple just released its latest Apple TV set-top box in October of 2015, there's no word on when another update is planned. Apple has recently been working on building out the tvOS software included on the fourth-generation Apple TV, introducing much-needed new features like dictation, app folders, and Bluetooth keyboard support.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Buy Now)

Top Rated Comments

scott911 Avatar
90 months ago
with no 4K, lucky to be 4th.
Score: 20 Votes (Like | Disagree)
2457282 Avatar
90 months ago
I like my ATV 4 and like seeing Apple continue to invest in upgrading the features. Here are a few nice additions for the future if you are interested -

1. Adding a earphone jack to the remote (a la Roku) - well I guess with the lightning port maybe they already have it and just need to enable it.
2. Better controller support for gaming. I tried a couple in store and found them not great and the remote is terrible for all but a few basic games.
3. Better deals with providers so that their apps work without having to log into my non-existing cable account.
4. Amazon Prime (I know this is an Amazon problem not Apple, but still want it).
5. Homekit App to control things though the TV. Actually would love some integration that could set the lights and sounds based on what was playing.
Score: 11 Votes (Like | Disagree)
Aluminum213 Avatar
90 months ago
Apple doesn't allow Ultra Violet/Vudu or Amazon Prime


and they wonder why
Score: 9 Votes (Like | Disagree)
Crosscreek Avatar
90 months ago
Been using Roku since the first generation and never had a reason to switch.
Score: 8 Votes (Like | Disagree)
JackANSI Avatar
90 months ago
How many 4K TVs are actually being sold every quarter? 4K content is still pretty limited as well.
By that logic, the USB-C connector was a really poor choice for the MacBook too... As was the lightning port move, and original USB even... or devices with multi-touch touchscreen covering the entire front of the device.


In general the ATV4 is just underwhelming for the amount of time Apple had between ATV2/3 and ATV4 to make a real stunner. Instead, with the ATV4, we got something that would have been decently compelling in 2013 that is beaten handily in price and features in 2015.
Score: 7 Votes (Like | Disagree)
RickInHouston Avatar
90 months ago
Looks like the answer is in - too high a walled garden. That is unfixable.
Score: 6 Votes (Like | Disagree)

Popular Stories

iOS 16

Apple Releases iOS 16.4 With New Emoji, Safari Web Push Notifications, Beta Changes, Voice Isolation for Calls and More

Monday March 27, 2023 10:03 am PDT by
Apple today released iOS 16.4, the fourth major update to the iOS 16 operating system that initially came out last September. iOS 16.4 comes two months after the launch of iOS 16.3, an update that added Security Keys for Apple ID. iOS 16‌.4 and iPadOS 16.4 can be downloaded on eligible iPhones and iPads over-the-air by going to Settings > General > Software Update. It can take a few minutes...
iOS 16

iOS 16.4 Will Add These 8 New Features to Your iPhone

Sunday March 26, 2023 8:06 am PDT by
Following nearly six weeks of beta testing, iOS 16.4 is expected to be released to the public as soon as this week. The software update includes a handful of new features and changes for the iPhone 8 and newer. To install an iOS update, open the Settings app on the iPhone, tap General → Software Update, and follow the on-screen instructions. Below, we have recapped eight new features and...
apple mixed reality headset concept by david lewis and marcus kane

Some Apple Employees Seriously Concerned About Mixed-Reality Headset as Announcement Draws Closer

Sunday March 26, 2023 8:25 am PDT by
Some Apple employees are concerned about the usefulness and price point of the company's upcoming mixed-reality headset, The New York Times reports. Apple headset concept by David Lewis and Marcus Kane Initial enthusiasm around the device at the company has apparently become skepticism, according to eight current and former Apple employees speaking to The New York Times. The change of tone...
iOS 17 on Phone Feature

Gurman: iOS 17 to Provide Several 'Most Requested Features'

Sunday March 26, 2023 6:05 am PDT by
Apple changed the strategy for iOS 17 later in its development process to add several new features, suggesting that the update may be more significant than previously thought, Bloomberg's Mark Gurman reports. In January, Gurman said that iOS 17 could be a less significant update than iPhone updates in previous years due to the company's intense focus on its long-awaited mixed-reality...
apple tv 4k red image

Apple Releases tvOS 16.4 for Apple TV 4K and Apple TV HD

Monday March 27, 2023 10:00 am PDT by
Apple today released tvOS 16.4, the fourth major point update to the tvOS 16 operating system that came out last September. Available for the Apple TV 4K and Apple TV HD, tvOS 16.4 comes two months following the release of tvOS 16.3. The tvOS 16.4 update can be downloaded over the air through the Settings app on the ‌‌‌‌Apple TV‌‌‌‌ by going to System > Software Update....
Steve Jobs Theater dusk

Apple Reportedly Demoed Mixed-Reality Headset to Executives in the Steve Jobs Theater Last Week

Sunday March 26, 2023 5:53 am PDT by
Apple showcased its mixed-reality headset to the company's top 100 executives in the Steve Jobs Theater last week, according to Bloomberg's Mark Gurman. In the latest edition of his "Power On" newsletter, Gurman explained that the "momentous gathering" is a "key milestone" ahead of the headset's public announcement planned for June. The event was intended to rally Apple's top members of...
Apple Music Classical

Apple Explains Why It Launched an iPhone App Dedicated to Classical Music

Monday March 27, 2023 8:54 pm PDT by
Apple today published a support document explaining why it decided to release a standalone Apple Music Classical app for classical music. In short, Apple says the app was designed to support classical music's complex metadata:Classical music is different. It has longer and more detailed titles, multiple artists for each work, and hundreds of recordings of well-known pieces. The Apple Music...
iPhone 15 Pro Buttons CAD Leak

iPhone 15 Pro Low-Energy Chip to Allow Solid-State Buttons to Work When Device is Off or Out of Battery

Wednesday March 29, 2023 1:54 am PDT by
The iPhone 15 Pro and Pro Max will use a new ultra-low energy microprocessor allowing certain features like the new capacitive solid-state buttons to remain functional even when the handset is powered off or the battery has run out, according to a source that shared details on the MacRumors forums. CAD-based render of new solid-state buttons on iPhone 15 Pro models The source of this rumor is ...