[Q3 Report] “Google Winning the Race”


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.**

Brian Stein

Brian Stein is a Science Teacher with a love of technology. When he is not molding young minds, he is looking out for the latest and greatest gadgets. Devices: Moto X, G Watch, Nexus 7, Chromebook, Custom Plex Server

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  • Pedro Verdugo

    Roku is being embedded on TVs too, but the only one’s I have seen are TCL and Hisense.

    • Brian Stein

      You are correct. I did say out of Apple/Amazon/Google, but you are right!

    • Kawshik Ahmed

      Yes, TCL and Hisense make TV with Roku built in but recently they made a deal with Google and from next year TCL and Hisense will also make Android TV’s.

      • Brian Stein

        That is pretty good news! I know both companies were involved with Google TV so it doesn’t surprise me. Hopefully they can keep the quality up at a low price point. I saw a lot of those RokuTV’s going for real cheap during Black Friday which is nice, but I have heard performance can be subpar…

      • Brian Stein

        That is pretty good news! I know both companies were involved with Google TV so it doesn’t surprise me. Hopefully they can keep the quality up at a low price point. I saw a lot of those RokuTV’s going for real cheap during Black Friday which is nice, but I have heard performance can be subpar…

  • Mike

    Sony are doing TV’s now with android TV and cast built in, with variable results. Bolting on extras doesn’t always produce a seamless experience. I’d actually argue that TV’s with all the smarts aren’t necessarily the best solution. Relatively few – if any – have them all, and if they do have a particular smart service you want, there’s no guarantee of support forever. Amazon have just removed Prime video from our TV, and there’s not a thing I can do about it. That said, we rarely used it as the functionality was so clunky.

    A cheap add-on like chromecast or Roku or Fire TV (if you’re a Prime fan) helps overcome these issues at a price point which means you can chuck it out the window when something better comes along, as it will.

    • Brian Stein

      RIght, I am a very staunch add-on supporter (mainly because I cannot afford to continually by new TVs). An add-on will always be more updated/powerful than its built-in counterparts. I also think a “dumb” TV is your best bet as far as value and performance.

      That said, I don’t think Smart TVs are going anywhere. I think every year, less and less TVs will be released without some sort of internet connectivity. So it is good for Android TV to try to step up and bring a little order to the space. RIght now, built-ins get a bad name for being underpowered, but perhaps in a few years the difference in power will be inconsequential.

      Also, did Amazon really remove the app that was available for Sony’s Android TV??? The plot thickens… they are unbelievable!

      • Mike

        “I also think a “dumb” TV is your best bet as far as value and performance.”

        100% agree Brian. Then add to it what you want in the most cost effective way possible.

        It was our main Samsung TV Amazon removed Prime support from. If it’s on the new Sony’s, they’re only just out, so I’m sure will have it for a few years at least.

        • Brian Stein

          Oh I see, I misunderstood. I am not thrilled with Amazon at the moment, especially with the recent news of them supposedly coming out with an AppleTV app. They are being vindictive at this point.

          • Mike

            I used to be an Amazon fan. For me, their mix of under-promising and over-delivering worked. But I’m beginning to see the flexing of the muscle power others had predicated.

            Of course they can sell whatever they want, even if they profess to be the retailer of everything. But dressing up the chromecast ban as “avoiding customer confusion” was bollocks. It’s about the competition, as the chart in the article shows.

            They had the tools to add cast; they chose not to. They removed support from our TV and offered their own Fire TV instead. No. At Prime renewal, I’ll be removing my support.

            With Netflix and Now TV subscriptions and rentals from GP, we’ve all the content we can eat already. And where the content has it, all in full HD 1080p and DD+ 5.1 surround sound.

  • Bob Geiger

    It’s getting harder to find dumb tvs . I’m loving my android tv box. Here’s my totally tricked out home screen

  • The way I read the stats as an app developer (who bet the house on Android TV…) is that Chromecast shipped 35% of 9.2m media streamers in 3Q, or some 3.2m units. Android TV, which is just ramping up had 8-10% of a Smart TV market of 110-120m units p.a.. This means that in Q3 some 2.5-3.0m Android TV Smart TVs were sold. If you then also take into account the Shields&Nexus Players and PayTV operator boxes that shipped in Q3, I’d argue that Android TV is already the largest smart platform (save for Samsung’s Tizen, which is, however, stuck to just their TVs). I hope that the competition from Apple, Amazon and Samsung will push the Android TV team to do even more to promote the Android TV platform to get even more TV manufacturers and operators on-board.

    • Brian Stein

      I agree with your assessment and can’t believe I didn’t connect those dots. You are right and this is fantastic news (especially for you). I think this is Android’s phone (and Chromecast) strategy all over again: Flood the market and developers can’t ignore you. This pushes the whole platform forward.