Google’s Chromecast commanded a 35 per cent share of the global digital media streamer market last year as demand for dedicated streaming media boxes and dongles grew to a record level, according to Strategy Analytics.With market demand growing 32 per cent to 42 million units in 2015, control rests with four major brands – Amazon, Apple, Google and Roku – which accounted for more than eight out every 10 digital media streamer shipments worldwide, Strategy figures show.
With Chromecast leading the standalone streamer market, it has also established itself as a top five player in the overall connected TV device rankings.
Strategy figures show that, based on cumulative shipments of digital media streamers, Apple leads the way, having shipped close to 37 million Apple TV units since its 2007 launch, while Chromecast is closing in fast with 27 million units shipped in two and a half years.
Roku’s box and Streaming Stick have shipped 20 million units and Amazon Fire TV less than 10 million.
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Meanwhile, global shipments of all connected TV devices (including smart TVs, Blu-ray players, game consoles and streamers) totalled 220 million units last year, with record shipments of 84 million units in the fourth quarter.
Smart TVs accounted for 54 per cent of all connected TV device shipments in 2015, with Samsung, LG and Sony having a combined 50 per cent share of the smart TV market, while Chinese brands TCL and Hisense enjoyed the strongest annual shipment growth, continuing to expand beyond their domestic market.
“Google’s puck-sized Chromecast dongle continues to have broad appeal with consumers who favour its mobile-centric approach to content access and control,” David Watkins, Strategy service director, connected home devices service, observed.
“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.
“However, the mobile device is not necessarily the centre 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.”
