New research from Parks Associates finds that Roku is the most popular brand of streaming media players, making up 43% of streaming products among homes that use those devices.

While Roku devices remain a very popular option for many consumers, Amazon-branded streaming devices like the Fire Stick 4K make up 35% of streaming media players used in the U.S., according to Parks Associates.

Meanwhile, Apple TV, Google Chromecast and other media player players make up the remaining 22%, which is surprising given those brand names and their duration in the media player market. Those companies, according to Parks, haven’t shown much growth in the market. However, that may soon change, with both Google and Apple reportedly working on updated versions of their media players with advanced features that may include smart home controls.

However, streaming media players like the Roku players, Apple TV devices, Amazon Fire Sticks and Google Chromecast are second to smart TVs, which are in 68% of U.S. internet households compared to 43% of homes using streaming media players, according to Parks Associates.

These dynamics could also soon begin to change with more TVs being built running on operating systems from most of these manufacturers. The Google TV operating system is increasingly being embedded in TVs from various manufacturers, and Roku has even started making its own TVs, including a more advanced Pro series. Amazon also makes its own TVs running on the Fire system.

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Meanwhile, Apple remains one of the few manufacturers in this space without an operating system embedded in a TV from their own brand or a partner’s.

This reflects a consolidated approach and eliminates yet another device in the home, and it’s catching on, as just 34% consider streaming media players as their primary viewing device. Meanwhile, 56% said the same for smart TVs.

Parks Associates’ data is relatively similar to data from Pixalate, an ad fraud detection, privacy and compliance analytics platform for connected TV devices that uses dadta on global open programmatic advertising traffic to illustrate the most popular connected TV devices, which appears to include both smart TVs and streaming devices.

Pixalate’s second-quarter 2024 CTV Device Market Share Global Region report found that Roku has a 48% share, followed by Apple TV and Amazon Fire, each with a 13% share. Samsung is a close fourth with 22%.

Interestingly, Apple TV’s global CTV device market share increased by 186% year over year, moving from a 4.5% share in the same quarter last year to a 13% share this year.

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