Providing market intelligence for more than 35 years

Rapid TV News

NAB 2014: Roku outguns Apple TV on TV and movie over-the-top use

Leading US analyst Parks Associates has revealed survey data showing that more Roku owners than Apple TV owners use an over-the-top (OTT) service.

Specifically, the firm's Streaming CE and Content Purchasing Habits report found that 86% of Roku owners compared to 77% of Apple TV owners use a subscription OTT service of any kind. Three-quarters of Roku owners were found to have used Netflix, while 63% of Apple TV owners use it. However, more Apple TV owners used Amazon Prime Instant Video by a factor of 40% vs. 28%.

The research also found that the amount a household spends on OTT increases with the number of devices, with the connected game console as the initial entry point for OTT video. "Many pay-TV subscribers are also OTT users, but they have to move outside of their provider's service interface to access OTT content," explained Brett Sappington, director, research, Parks Associates. "Pay-TV providers ultimately need to retain access to the viewer, but operator set-top boxes have long been closed to anyone other than the pay-TV provider. Some are considering how they can facilitate the OTT experience without losing connection to the consumer."

From the article, "NAB 2014: Roku outguns Apple TV on TV and movie over-the-top use."

Previously In The News

Half of pay-TV subs with HBO OTT would cut the cord

HBO's prospects for picking up a new audience with a standalone streaming service are looking pretty good: about 17% of US broadband households are likely to subscribe to an over-the-top (OTT) vide...

Quarter of US broadband households own streaming media device

The connected home is increasingly becoming smarter and a hub for wireless video according to research from Parks Associates. RokuSeagateIn its report, Parks found that ownership and usage of c...

Netflix gnaws away at pay-TV, Premium Channel VOD revenues

The increasing influences of OTT in the decision processes of pay-TV consumers, says the Choosing Content: Viewing Video report from Parks Associates, raises the possibility of Watch Instantly cann...

Strong European preference for PC for online video, but business models challenged

New research by Parks Associates analysing broadband and pay-TV services, business models, and consumer preferences has found that in some countries viewers prefer PCs over TVs for watching video,...