Connected TVAmericans’ ownership of connected TV devices grew 5 percent quarterly and 28 percent year-over-year (YoY) in 3Q 2014 to reach 168 million units, according to Strategy Analytics’ latest USA Connected TV Device Tracker.

Researchers found nearly two (1.9) connected TV devices per U.S. home. That includes smart TVs, smart Blu-ray players, IP-enabled game consoles and digital media streamers. In 3Q 2013 there were 1.5 such devices per home, Strategy analytics said.

“Competition within the US Connected TV Device market is intensifying as device makers battle to be the gateway of choice for watching online videos on the TV screen. Heavyweight brands Google and Amazon have shaken up the market and have created a huge surge in demand for low-cost media streaming dongles,” David Watkins, Strategy Analytics’ service director, Connected Home Devices, was quoted in a press release.

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“These devices may not provide as sophisticated an experience as an integrated Smart TV but often provide a much faster and easier way for consumers to get access to their favorite online streaming service.”

Market Share Shake-up
Other highlights from Strategy Analytics’ “USA Connected TV Device Tracker: Q3 2014” include:

  • Sony led the US IP Games Console market for the third consecutive quarter capturing just under 50% of unit shipments in Q3. Microsoft claims the largest installed base of all three console vendors though with close to 30 million Xbox’s in use in the country;
  • Samsung is the dominant player in the US Smart TV market claiming a 35% share of unit shipments during the third quarter. Vizio was second followed by Sony and LG;
  • Apple slipped to third in the Digital Media Streamer market in Q3 2014 having led the market just 12 months previously. Google’s Chromecast took top spot with 26% share of shipments followed closely by Roku.

Commented Connected Home Devices analyst Eric Smith: “The Connected TV device market today is characterized by proprietary platforms but the market of tomorrow may well come to be defined by open source operating systems.

“Google’s Android TV platform has been set loose, LG is replacing its platform with WebOS and the first Tizen supported Smart TVs are expected to emerge in 2015 from Samsung. Such openness of standards may well be the key to unleashing the true capabilities of Connected TV”.

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