Study finds 65% of streaming devices in U.S. are Amazon, Roku, or Samsung
The three companies have a stranglehold on the American streaming device marketplace, according to Parks Associates.
Streaming is all about choices, and the decision on which streaming service to subscribe to is only part of the equation. Choosing a streaming device is also an important consideration, as every manufacturer lays out their user interfaces in their own way and prioritizes certain features over others. A new survey from Parks Associates shows which devices Americans use to stream video the most, and found that Amazon, Roku, and Samsung are in complete control of the marketplace in the United States.
Key Details:
- Amazon, Roku, and Samsung account for 65% of all streaming devices in the U.S.
- Samsung’s position shows its dominance in the TV market, as it does not make a standalone streaming player.
- LG, VIZIO, and Google round out the top six most popular American streaming players.
The data from Parks shows that 65% of American internet households say they use a device from Amazon, Roku, or Samsung. Amazon distributes smart TVs and streaming devices under the Amazon Fire TV brand, and Roku similarly sells its ubiquitous streaming players alongside two lines of smart TVs. Samsung only sells television sets.
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The position of Samsung as the second-most-used streaming device maker is all the more impressive considering the company does not sell an over-the-top streaming box or player and is solely a maker of smart TVs. Amazon diversified its offerings in that regard early, but Roku did not begin selling its own line of televisions until 2023.
“Samsung has a sizeable lead in the smart TV market,” Parks Associates president and CMO Elizabeth Parks said. “The company’s strength in smart TVs earns it the #2 position in CTV platform use, even though Samsung does not have a separate streaming media player offering.”
After the top three, Parks’ data shows that LG, VIZIO, and Google are the next most popular streaming player manufacturers. Similar to how Samsung, LG, and VIZIO do not manufacture their own streaming players; Google sells its OS on both streaming devices and smart TVs.
The new data from Parks reinforces another study by the firm published in August, which showed that Roku was the most popular maker of streaming devices in the U.S. That supremacy is continuing, though Samsung and Amazon also claim impressive swaths of the American audience with their smart TVs and streaming players.