Google IO 2016 Coverage

Chromecast taking over fast-growing media streaming market

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A new report from Strategy Analytics shows Google’s Chromecast device is quickly taking over the fast-growing market for digital media streamers. The new study shows the market segment for streaming media boxes and dongles grew by a whopping 32% during 2015. Leading the way was the Google Chromecast that now controls 35% market share.


According to Strategy Analytics the market for digital media devices is dominated by four companies – Amazon, Apple, Google, and Roku. Those four accounted for over eight out of every ten devices shipped during 2015. The Google Chromecast has enjoyed enough popularity to not only dominate the standalone streamer market, it is also a top five device in the overall connected TV market.

Analyst David Watkins noted,

“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.”

The largest deployed base for connected digital media streamers still rests with Apple which launched the Apple TV in 2007 and has shipped 37 million units. However, in only two and half years, Google’s Chromecast has already shipped 27 million units to take over second place and is closing fast on Apple. Roku has 20 million units shipped and the Amazon Fire TV has shipped close to 10 million units.

Strategy Analytics also looked at the market for all connected media devices like televisions, Blu-ray players, game consoles and digital media media streamers. Overall, shipments of all of these devices totaled 220 million units in 2015 on the strength of 84 million units shipped just in the fourth quarter, which was a record amount. In the Smart TV market, LG, Samsung and Sony dominate with a combined 50% share. However, TCL and Hisense had the strongest growth and are poised to break out of the Chinese market to a more global scale.

source: Strategy Analytics


About the Author: Jeff Causey

Raised in North Carolina, Jeff Causey is a chief financial officer and licensed CPA in Durham, North Carolina. Jeff has owned an HTC EVO, a Samsung Note II, and an LG G3 along with a Samsung Galaxy Tablet 10.1. He currently uses a Motorola Moto X Pure Edition and a Nexus 7 (2013). Jeff used to have a pair of Google Glass and a Moto 360 Sport in his stable of gadgets. Unfortunately, his wife and kids have all drunk the Apple Kool-Aid and have i-devices. Life at home often includes demonstrations of the superiority of his Android based devices. In his free time, Jeff is active in his church, a local MINI Cooper car club, and his daughter's soccer club. Jeff is married, has three kids, and a golden retriever.