35 percent of streamers sold in 2015 were Chromecast devices

Nobody needs to be convinced that streaming is the way of the future. It’s likely you’ve used a streaming service already today, and the demand for dedicated streaming devices is on the rise. It’s a fairly competitive emerging market, but recent data from Strategy Analytics reveals that Chromecast is hitting it pretty hard. Although Apple TV is still the big dog on campus, Google’s portable little TV augmenter is closing ranks fast, securing 35 percent of the dedicated streaming market in 2015.

This means that Chromecast has finally cracked the top five players in Connected TV Devices, standing its ground against such competitors as Apple TV, Roku, and the Amazon Fire TV. Many attribute the success of the Chromecast to its temptingly low price tag. Running for only $35, the HDMI dongle sits comfortably in Impulse Buy territory. As arguably the most YouTube binge-friendly device on the market right now, it’s certainly an alluring purchase.

What’s more is that this price range means that multiple Chromecast devices often occupy single households, which isn’t a claim the competition can so swiftly make. It should be noted that this whole market is a difficult one to meaningfully guage. Many media hounds, for instance, use PC’s, tablets, or video game consoles as their primary source of streaming, and while these aren’t formally considered competitors in this market, it’s clear that they’re offering access to the same or similar services in a way that is competitive for these dedicated devices. What’s more is that Google is looking to partner with a variety of Smart TV manufacturers to pre-package Chromecast functionality into the devices prior to shipping. Since Smart TV’s accounted for nearly 54% of all Connected TV Device sales in 2015, it’s possible that Chromecast could have a shot at the top of the market.

What are your thoughts regarding Chromecast’s rise in popularity? Are you an owner of the device? If so, let us know what your experience has been like so far.

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Chromecast takes 35% of the 42 million unit Global Digital Media Streamer Market in 2015, says Strategy Analytics
Demand for dedicated streaming media boxes and dongles grows 32% to a record level in 2015 but control rests with four major brands

Boston, MA – March 8th, 2016. Amazon, Apple, Google and Roku accounted for more than 8 out of every 10 Digital Media Streamer shipments worldwide in 2015, strengthening their combined grip on the fast growing category. Google’s low-cost HDMI dongle continues to lead the standalone streamer market and it has now cemented itself as a top 5 player in the overall Connected TV Device rankings according to the new Strategy Analytics Connected Home Devices (CHD) report “Global Connected TV Device Vendor Market Share: Q4 2015.”

David Watkins, Service Director, Connected Home Devices service said, “Google’s puck sized Chromecast dongle continues to have broad appeal with consumers who favor its mobile-centric approach to content access and control. The device’s portability and low price at just $35 has made it an impulse purchase for many and household ownership of multiple Chromecasts is not uncommon. However, the mobile device is not necessarily the center of the universe for everyone and devices such as Apple TV, Roku and the Amazon Fire TV continue to prove popular with those looking for a more traditional remote-based and UI driven TV experience.”

Based on cumulative shipments of digital media streamers, Apple still leads the way having shipped close to 37 million Apple TV units since its launch in 2007. However, Google’s Chromecast is catching up fast with 27 million units shipped in just two and a half years followed by Roku’s Box and Streaming Stick (20 million) and Amazon Fire TV (less than 10 million).
Global shipments of all Connected TV Devices (including Smart TVs, Blu-Ray players, Game Consoles and Digital Media Streamers) totaled 220 million units in 2015 following record shipments of 84 million in Q4.
Smart TVs accounted for 54% of all Connected TV Device shipments in 2015 reaching 120 million units. Samsung, LG and Sony have a combined 50% share of the Smart TV market although Chinese brands TCL and Hisense enjoyed the strongest annual shipment growth as they continue to expand beyond their domestic market.[/press]