A European research company called GfK reported that about 19 percent of U.S. homes with televisions also own at least one of the three most popular over-the-top streaming devices: Roku, Apple TV or Google Chromecast.
This number is more than a 50-percent increase compared to the 12 percent of U.S. TV homes that owned an OTT device last year.
“Digital media players take a primary role in users’ viewing behavior, ranking as the first or second destination — ahead of live TV or DVRs — when deciding what to watch in primetime,” says David Tice, Senior Vice President at GfK. “However, a positive note for linear networks is that digital media player users don’t perceive their use as cannibalizing their regular TV viewing.”
Roku currently has the highest penetration level, with six percent of U.S. households, but Chromecast is close behind (five percent), and Apple TV is close behind. Amazon Fire TV, which launched in the Spring of 2014, has a one-percent share, along with Boxee.