Advanced Television

More Roku owners than Apple TV owners use OTT

April 9, 2014

Parks Associates has published consumer research showing more Roku owners than Apple TV owners use an OTT service.

The firm’s Streaming CE and Content Purchasing Habits finds 86 per cent of Roku owners compared to 77 per cent of Apple TV owners use a subscription OTT service of any kind. Seventy-five per cent of Roku owners use Netflix, while 63 per cent of Apple TV owners use it.

“More Roku owners use Netflix, but more Apple TV owners use Amazon Prime Instant Video (40 per cent vs. 28 per cent),” said Brett Sappington, director, research, Parks Associates.

The research also shows the amount a household spends on OTT increases with the number of devices, with the connected game console as the initial entry point for OTT video.

“Many pay-TV subscribers are also OTT users, but they have to move outside of their provider’s service interface to access OTT content,” Sappington said. “Pay-TV providers ultimately need to retain access to the viewer, but operator set-top boxes have long been closed to anyone other than the pay-TV provider. Some are considering how they can facilitate the OTT experience without losing connection to the consumer.”

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