Friday, December 11, 2015

14% of U.S. broadband households plan to buy a streaming media player by midyear 2016

New Parks Associates research finds that 14% of U.S. broadband households plan to buy a streaming media player by midyear 2016 and that, as of the third quarter of 2015, 31% of U.S. broadband households currently own a streaming media player, up from 27% at the beginning of the year.

“Streaming media players will be a popular gift this holiday season, especially with more competitive pricing in the market and the expansion of new OTT services” said Barbara Kraus, Director of Research, Parks Associates. “With the popularity of the category, it has now divided into two tiers – basic and premium models. Consumers who want basic content streaming will gravitate to streaming media sticks such as the Google Chromecast and Amazon Fire TV due to their lower costs, which also make them good gift options. Cube-shaped players, like the Roku 4, NVIDIA SHIELD, and the latest generation of the Apple TV, are premium players, with more features, such as 4K streaming and more internal storage, but still with a much lower price tag than a new smart TV or connected gaming console.”

Ownership and Purchase Plans for Streaming Media Devices | Parks Associates

The Parks Associates industry report The Streaming Media Device Landscape addresses future strategies for the major streaming media player form factors, cube-shaped boxes and sticks, as well as the growth of the market, the impact of new entrants, and five-year unit sales forecasts. The Parks Associates quarterly survey American Broadband Households and their Technologies shows that purchase intentions for streaming media devices have stayed consistent for the past two years, with a predictable uptick around the holiday season.

“In 2016, streaming media players will differentiate their models and brands through additional features, such as content options or new technologies like 4K,” Kraus said. “Ultimately consumers want a simple, uninterrupted experience in accessing OTT content, so that will be the minimum expectation for any device, regardless of the cost.”

Previous research from Parks Associates shows that two-thirds of U.S. broadband households connect at least one device to the Internet. Among these households, a Microsoft Xbox is the most commonly used CE device for streaming at more than 14%, followed closely by Sony PlayStation at just less than 14%. Roku is third at 10%, surpassing brands such as the Nintendo Wii, Samsung, and Google in consumer usage when accessing online video content.

Follow the company on Twitter at @ParksAssociates and get updates from the tenth-annual CONNECTIONS™ Summit: IoT, Entertainment, and the Connected Consumer, January 6-7 at CES® 2016 with #CONNSummit16. During CES, visit Parks Associates at booth #70,959 in the Sands.

To schedule an interview with Barbara Kraus or to request specific data, contact Holly Sprague at, 720.987.6614.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media.

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