Apple TV's share of streaming TV devices in the United States declines year-on-year
Last year, the long-awaited Apple TV update became a bright spot for Apple's product launch. And this week, at a conference that lasted nearly two hours, Apple only occasionally mentioned Apple TV. The reason may be that Apple TV has not been welcomed by American consumers as Apple expected. According to a report released this week by eMarketer, a market research company, the gap between Apple TV and Google Chrome is increasing, according to U.S. market share.
The report shows that 18.4% of U.S. Internet TV users own Chromecast. Apple TV only 12.5%, behind Roku continues to rank third. Roku TV set-top box share is 15.2%.
Worse, the market share of Apple TV has declined slightly over the past few years. Apple TV's share of Internet TV users in the United States last year was 12.6%, compared with 13.5% in 2014. eMarketer expects Apple TV's share this year will drop to 12.4%, and will remain until 2019. In a report released in April of this year, eMarketer described Apple TV as "less popular OTT video viewing options." OTT refers to providing various application services to users over the Internet.
At the same time, Chromecast’s share continued to grow on the basis of 16.2% last year, and is expected to reach 25% by 2019. eMarketer did not mention Amazon’s Fire TV TV stick in its report.
However, it needs to be pointed out that Apple has stated that it is not worried about Apple TV's market share, but focuses on quality and experience. Second, the use of Apple TV has been increasing, but it is not as fast as Chromecast. eMarketer estimated in April that by the end of this year, 20.5 million households will have Apple TV, which is an increase of 15%. The number of families with Chromecast will reach 30.2 million, an increase of 32.4% year-on-year.
Finally, Apple TV starts at $150 and Chromecast has only $35. Also, Chromecast has limited applications for remote control. Therefore, Apple is likely to create more profits for each Apple TV sold, and content sold through apps and media will also grow.
In other words, though Apple sells less Apple TVs, the profits may be higher, just like the iPhone.
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