Parks Associates


'Parks Associates' Articles

Apple TV's Estimated Market Share Declines as Customers Await Highly-Anticipated 4K Model

Apple TV was the fourth most popular streaming media player in the United States in the first quarter, behind the Roku, Amazon's Fire TV, and Google's Chromecast, according to market research firm Parks Associates. Parks Associates estimates Apple TV's market share fell to 15 percent in January through March this year among U.S. households with broadband. MacRumors confirmed the survey size was 10,306 households. By comparison, Roku increased its lead in the category to an estimated 37 percent market share in the first quarter, trailed by the Fire TV and Chromecast at an estimated 24 percent and 18 percent respectively. At $149, the Apple TV is also more expensive than any of its major competitors. Roku starts at $40, Chromecast starts at $35, and Fire TV starts at $90, with even cheaper prices often available from resellers. "Higher-priced devices, such as the Apple TV, have not been able to keep up with low-priced and readily available Roku devices, which can be found at Walmart for as low as $29.99," said Glenn Hower, Senior Analyst at Parks Associates. In January, following Apple's first quarter earnings results, financial chief Luca Maestri said Apple TV sales had declined on a year-over-year basis. Exact sales are unknown, as Apple groups the device under its "Other Products" category. 4K on Horizon The current Apple TV launched in October 2015, ushering in significant changes such as a brand new tvOS operating system, App Store, and a Siri Remote. But, nearly two years have passed, and customers are anxiously awaiting what's next. One of the