David Farnor | On 10, Mar 2016

Chromecast was king of the streaming media device market in 2015, according to new research.

Google’s dongle, which turns any TV into a smart TV with access to VOD platforms such as Netflix, accounted for more than 1 in 3 (35 per cent) of the 42 million devices shipped last year, according to a report by Strategy Analytics.

It has now cemented itself as a top five player in the overall Connected TV Device rankings, reads the report. Indeed, Amazon, Apple, Google and Roku accounted for more than 8 out of every 10 digital media streamer shipments worldwide in 2015, as the giants strengthen their combined grip on the sector.

The report attributes Chromecast’s popularity to its mobile-centric approach to content access and control.

“The device’s portability and low price at just $35 has made it an impulse purchase for many and household ownership of multiple Chromecasts is not uncommon,” says David Watkins, Service Director, Connected Home Devices. “However, the mobile device is not necessarily the center of the universe for everyone and devices such as Apple TV, Roku and the Amazon Fire TV continue to prove popular with those looking for a more traditional remote-based and UI driven TV experience.”

Indeed, overall, based on cumulative shipment figures, Apple still leads the way, having shipped close to 37 million Apple TV units since its launch in 2007. However, Google’s Chromecast is catching up fast with 27 million units shipped in just two and a half years, followed by Roku’s Box and Streaming Stick (20 million) and Amazon Fire TV (less than 10 million).

The race is far from over, though, as Apple TV aims to expand its range of apps – in the UK, Amazon’s Fire TV Stick has just added ITV Hub and All 4 to its line-up, meaning that both Amazon and Roku boxes offer all Freeview catch-up services, placing them both several steps ahead of their fruity rival – and consumers continue to buy units. Indeed, global shipments of all Connected TV Devices (including Smart TVs, Blu-ray players, Game Consoles and Digital Media Streamers) totalled 220 million units in 2015, following record shipments of 84 million in Q4.

While Smart TVs accounted for 54 per cent of all shipments in 2015 – led by Samsung, LG and Sony – consumers are also willing to purchase multiple set top boxes to ensure the right combination of streaming apps.

Chirag Upadhyay, Senior Research Analyst, Connected Home Devices, adds: “Ownership of connected TV devices is not restricted to one device over another. Our research shows that US broadband homes own an average of 2.3 such devices giving them multiple means by which to stream video and audio content to the TV. While some consumers will have a favoured method, we find that most households are switching between different devices depending on the user and type of content being consumed.”

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