rokuStreaming TV provider Roku accounted for more than 30% of platform sales during the first quarter of 2019, according to new streaming TV market share data from Strategy Analytics. The firm said that there now are more than 41 million Roku-based devices in the field.

“Roku had another strong quarter in Q1 and continues to hold a commanding lead in streaming media platforms in spite of Amazon’s growing influence in the living room,” said David Watkins, a Director at Strategy Analytics and author of the report. “Roku’s extensive content offering, comprehensive search function and simple and intuitive user interface have been key factors in its success, alongside affordable hardware and regularly updated software.”

Streaming TV Market Share
Other findings from the “USA Connected TV Device Vendor Market Share Q1 2019“:

  • Amazon’s Fire TV OS was the second most sold streaming TV platform in Q1 2019, with 12% of sales, followed by Samsung’s Tizen at 11% and Google (Android TV and Chromecast) at 9%
  • By the end of 2019 more than 52 million Roku-powered devices will be in use, accounting for 18% of all connected media devices

Roku may be more challenged as it moves towards international expansion, according to Strategy Analytics.

“Roku has managed to establish itself as a highly respected and trusted brand in the US with no perceived hidden agenda when it comes to promoting content on its platform,” said Watkins. “However, the company is much less well-known outside of the US and in order to succeed on the international stage it will need to face down the twin challenge of building brand awareness and drawing users away from well-established players such as Amazon, Apple and Google.”

Video streaming has carved out a strong position for itself. In May, the American Customer Satisfaction Index (ACSI) found that the category scored 76 out of 100 in customer satisfaction, which is an increase of 1.3% compared to the previous report. Subscription pay-TV remained constant at 62 points and tied for last among industries the organization tracks.

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