|Chromecast captured a 35 per cent market share in the 2015 third quarter, according to Strategy, its fifth straight quarter of leading the market, with Apple TV securing a 20 per cent market share, followed by Roku and Amazon Fire TV, each with 16 per cent.|
In total, 53 million connected TV device units (including smart TVs, Blu-ray players, game consoles and digital media streamers) were shipped in the quarter, with the market on target to hit 221 million units for the full year, representing growth of 17 per cent.
Strategy found that Samsung continues its dominance of the global smart TV market from LG and Sony, accounting for one in four smart TVs in use worldwide, while Android TV captured an estimated 8-10 per cent share of the overall smart TV market during the quarter
Sony, meanwhile, shipped more than double the number of consoles as Microsoft in the quarter, however the Xbox One is "expected to close the gap on the PS4 during the final quarter thanks to its appealing 1st and 3rd party bundles".
"Despite the growing penetration of integrated smart TVs, digital media streamers such as Chromecast and Fire TV continue to prove popular with consumers thanks to their low cost and effectiveness at bridging the gap between the internet and the TV screen," David Watkins, Strategy service director, Connected Home Devices service, commented.
"While the long-term viability of such devices will be threatened by advancements in smart TV technology, they are currently acting as significant components in Apple, Google and Amazon's fast-evolving TV and video ecosystems."