Strategy Analytics has released a new report which tracks the sales of “Internet Connected Devices” for the 3rd Quarter of 2015. This includes a breakdown of Smart TVs, Blu-ray Players, Game Consoles, and Digital Media Streamers. Below is a dissection of the latter:
As you can see, Google’s Chromecast is leading the charge for the 5th straight quarter. Android TV would be found in the “Other” slice. How much of the “Other” slice does it hold? Is the Nvidia Shield TV considered a “Game Console” or a “Media Streaming Device”? It is a bit hard to nail down exactly where Android TV stands without purchasing the $7000 report and digging into the details, but a few clues are provided by Forbes and PR Newswire.
David Watkins, Service Director, Connected Home Devices service said, ‘Despite the growing penetration of integrated Smart TVs, Digital Media Streamers such as Chromecast and Fire TV continue to prove popular with consumers thanks to their low cost and effectiveness at bridging the gap between the Internet and the TV screen. While the long term viability of such devices will be threatened by advancements in Smart TV technology, they are currently acting as significant components in Apple, Google and Amazon’s fast evolving TV and video ecosystems.’
This is a very telling quote. Media Streamers are very important to Apple/Google/Amazon’s strategy right now, but they will lose marketshare to Smart TVs in the long run. Google is the only one of those 3 that already has their finger in the Smart TV pie. In fact, Strategic Analytics reports that Android TV has already captured 8-10% of the Smart TV market share during Q3.
To be fair, Forbes points out that Q3 concluded before Apple, Amazon, and Roku released their next-gen Media Streamers. But, this is very good news indeed for Android TV. Strategic Analytics says that “Google is winning the race,” and yes, most of that is on the back of the Chromecast. But, what is good for the goose is good for the gander. Android TV provides Google with another prong of attack in Media Streamers (an extension of the popular Chromecast), as well as a long term strategy in Smart TVs.
One thing is for certain: the battle for the living room will continue. Strategic Analytics reports that “Internet Connected Devices” are up 17% and that the “‘connected TV screen’ will remain a focal point of homes in the future”.
**It should be noted that these percentages are for all devices that fall under that brand. For example, all generations of Apple TV, including the newest model, are listed under Apple TV.**