Parks: Streaming Devices Rate High as Christmas Gifts26 Nov, 2014 By: Erik Gruenwedel
Like mining pans, shovels and blue jeans during the California gold rush, devices capable delivering video content from the Internet to the television are key to growing consumer adoption of subscription streaming.
Parks Associates said average low retail prices for streaming players should make the devices popular items during the upcoming holiday shopping season. Parks’ analysis shows streaming sticks will account for a larger percentage of streaming media device sales in 2014 than they did in 2013.
"In 2013, 46% of Google Chromecasts and 37% of streaming media players, such as the Roku 3 and Apple TV, were purchased as gifts,” Barbara Kraus, director of research with Parks, said in a statement. “The Amazon Fire TV Stick will not be available until mid-January, which leaves the field open for Google and Roku."
Kraus said that with the exception of the headset jack and gaming controllers, the Roku stick has essentially the same features and functionality as the Roku 3. This benefit is important to consumers, who, when shopping for a streaming media device, largely based their decision on the features over the price of the device.
The research firm said ongoing retail success of streaming media devices, both sticks and players, hinges in large part on younger consumers' preference for online video and SVOD.
"Over 70% of video consumption still occurs on the television. The experience of watching on the big screen is still a key part of the video-viewing event, and purchasing a streaming device is simply an easier process than the research and price comparison involved with flat-panel TV purchases,” Glenn Hower, research analyst with Parks, said in a statement.