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NPD: Streaming Device Household Penetration to Reach 40% by 2017

26 Jan, 2015 By: Erik Gruenwedel

With subscription streaming services adding millions of new subs each quarter, the number of households purchasing streaming media players linking broadband to the television in growing as well.

Household penetration of streaming players such as Roku, Apple TV, Google Chromecast and Amazon Fire TV is projected to reach 40% by 2017, according to new research from The NPD Group.

Streaming media player household penetration stood at 16% at the beginning of 2014. Ownership is on track to climb to 24% this quarter when taking into account holiday purchases.

The top five video apps used by streaming media devices include, in order, Netflix, YouTube, Amazon Prime Movies, Amazon Prime Instant Video, Hulu Plus and HBO Go.

While the device market has been driven by Apple and Roku, over the past year and a half Amazon and Google have made a significant impact on market share. In addition to media players, smart TVs, video game consoles and Blu-ray Disc players also offer streaming apps to connected TVs. 

Media players are forecast to contribute the most growth over the next two years, with smart TVs the second-biggest drivers. This will increase the total number of devices delivering apps to TVs to 211 million units by the first quarter of 2017, according to NPD.

“Over the coming years we will continue to see a growing audience of TV viewers for streaming video services, authenticated network apps, and offerings such as CBS All Access that no longer require a pay-TV subscription from a cable or satellite provider,” John Buffone, executive director of connected intelligence with NPD, said in a statement.


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