“New data from comScore shows that 5% of all U.S. households with a WiFi connection now use Apple TV,” Ben Lovejoy reports for 9to5Mac. “Apple’s streaming TV box is the fourth most popular platform after Roku, Amazon’s fireTV and Google’s Chromecast. comScore collected the data in December of last year.”

“The company notes that despite the growing use of video on demand services,” Lovejoy reports, “live TV still dominates, accounting for 84% of all viewing against 14.9% time-shifted TV and just 1.1% video on demand.”

“In streaming services, Netflix is the unsurprising market leader at just under 40% penetration, followed by YouTube at around 27% and Amazon Video at a surprisingly high 17%,” Lovejoy reports. “Hulu remains below 10%.”

Read more in the full article here.

MacDailyNews Take: Amazon’s success does not surprise us as the company smartly signed Mssrs. Clarkson, Hammond, and May (The Grand Tour which smashed Amazon’s streaming record late last year). That could have been Apple instead, had Apple had executives with the vision and ability to get the deal done.

As we wrote back in November:

Apple blew this by being shortsighted and cheap.

Of course, “The Grand Tour” streams in 4K, so Apple’s inexplicably handicapped Apple TV can’t even handle it anyway. Like we said: Shortsighted and cheap.

Now that Apple’s hired Amazon’s Fire TV head to run their Apple TV business, we hope to see things to finally move and improve on the Apple TV front.

Apple hires Amazon’s Fire TV head to run Apple TV business – February 8, 2017
‘The Grand Tour’ smashes Amazon streaming record – November 22, 2016
Jeremy Clarkson confirms new post-Top Gear Amazon Prime show will be in 4K – November 20, 2015
Apple TV and the 4K Ultra HD conundrum – October 8, 2015
Amazon unveils $100 Fire TV box 4K video support, Alexa voice control – September 17, 2015
Apple made ‘audacious bid’ for Top Gear trio of Clarkson, Hammond and May, but lost out to Bezos’ Amazon – September 1, 2015
Apple’s move into content creation could devastate Netflix and Amazon
Tuesday, September 1, 2015

Why would Apple want to make their own movies and TV shows? – September 1, 2015
Apple exploring entry into original entertainment production – August 31, 2015
Top Gear’s Clarkson, Hammond and May sign with Amazon Prime for new show to debut in 2016 – July 30, 2015