More than a billion streaming TV and video devices are now in use worldwide, according to streaming TV market share research from Strategy Analytics. Researchers track devices in 27 countries.

With a 17% market share, Samsung is the leading streaming TV and video device brand, researchers said. It is followed by Sony (12%), LG (8%), Hisense (5%), TCL (5%) and Amazon (5%).

Researchers also looked at streaming TV and video platforms, where it found Tizen to be the market share leader, with 11% of deployed devices, followed by WebOS (7%), PlayStation (7%), Roku OS (5%), Fire OS (5%), Android TV (4%) and Xbox (4%). The researchers noted that the market still is fragmented and many proprietary older systems still are being used.

“Over-the-top TV and video streaming to the TV is a complex and evolving landscape compared to mobile devices, where only two platforms dominate,” Strategy Analytics Director David Watkins said in a press release. “Content owners and developers need to consider carefully how to target their resources and strategy towards specific brands and platforms since geographical deployment patterns vary enormously. Frequently updated, tactical tracking of platform deployments is a valuable tool in ensuring that services are reaching their highest potential audience.”

The platform market share results from the Strategy Analytics streaming TV market share research were quite different from those of platform market share research that the company conducted last year, likely because last year’s research focused only on the U.S. That research showed Roku having the top market share in streaming video platforms at 30%.

Streaming TV devices and platform sales could see another jump in installed base as a result of the COVID-19 pandemic, which has driven a big increase in the use of streaming video. Parks Associates and streaming guide provider Reelgood estimate that the pandemic had led about 6 million people to begin streaming as of late April.

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