Apple TV has 16% share of U.S. streaming TV devices

Apple TV 4K and its Siri Remote
Apple TV 4K and its Siri Remote

Roku’s streaming TV platform accounted for more than 30% of US sales of connected TV devices in Q1 2019, further increasing its lead in streaming TV platforms according to the latest research from Strategy Analytics. The report, USA Connected TV Device Vendor Market Share Q1 2019, finds that there are now more than 41 million Roku-based devices in use, including Roku media streamers and Roku-based smart TVs, accounting for 15.2% of all media streaming devices. Roku now has a 36% lead over the next major platform, Sony PlayStation, in terms of devices in use. The report predicts that this lead will stretch to 70% by the end of the year, largely as a result of the success of Roku’s smart TV partner strategy.

Apple TV has grown to approximately 16% share of streaming TV devices in the U.S. as of Q219 and is projected to grow to over 30% by Q419 into a virtual tie with current No.2 Sony PlayStation.

Strategy Analytics Streaming TV platforms U.S. Q116 - Q419 estimated

Note: Strategy Analytics’ Connected Media Devices include Smart TVs, Digital Media Streamers and Games Consoles.

Source: Strategy Analytics

MacDailyNews Take: We believe that Strategy Analytics is failing to take into account the full effect of the launches of Apple TV+ and Apple Arcade on Apple TV sales. Watch and see!


  1. Where’s the link to the report?
    I’m surprised that the Amazon fire stick is not in that list. Maybe it is a different category.

    FWIW we have Netflix only as a paid video service. Also have Amazon but that is part of prime.

    Also have an AppleTV on all 3 TVs in the house. Usually buy a unit of the new generation when they come out and retire the oldest unit.

  2. Considering how long AppleTV has been around, that’s a rather lame market share percentage. AppleTV remained a hobby much too long for Apple. It’s as though Apple seems to waste opportunities. Apple was absolutely loaded with cash and surely had the ability to make things happen. Amazon and Roku both made things happen with their streaming devices while Apple did mostly nothing.

    I have owned at least five Roku devices over the years and three FireTV devices but not a single AppleTV. The Roku devices were always being used as Plex clients. Because I’m an Amazon Prime member, the FireTVs were used for all my other streaming services. I had considered getting an AppleTV at one point but they were always completely locked down and just not that useful to me as a tertiary device.

    With Apple’s awesome A-series processors, they could have made AppleTV into a beastly device easily rivaling an NVidia Shield which sits at the top of all Android TV boxes. It just seems like another opportunity Apple missed or overlooked.

  3. I think Apple’s problem is not an issue of lack of money but a lack of management time. Upper management can only focus on so many things. If the Mac/iWorks/Apple TV etc. we somehow split out as separate units (like Filemaker) they would have seen faster updates.

  4. I find the chart odd in the fact that Roku appears to be skyrocketing but there doesn’t seem to be any corresponding dip in one or more of the others (even as a group) to offset that rise.

    1. I think I found the problem. After noticing the chart shows “devices in use”, it seems to me the article is attempting to claim a 16% share instead of ~16M units in use.

  5. I have 6 Rokus, either 4 TCL TVs, and 2 sticks; and 4 AppleTVs. I prefer the function of the Apple TVs to the Roku, but the Roku is very inexpensive built into the TCL.

  6. …tie with current No.2 Sony PlayStation ???
    NOT according to the graph.
    It’s Tizen (dark grey) that ties with Sony, not Apple (light grey).
    (i hope only the legend in the graph is wrong)

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