Roku Displaces Apple TV as No.1 Set Top Box in the US

Roku Displaces Apple TV as No.1 Set Top Box in the US

Roku Roku Displaces Apple TV as No.1 Set Top Box in the USIt’s official. Roku is now the No. 1 set top box in the US, beating Apple Inc’s Apple TV. This is according to latest data released by research company Parks Associates. It found that Roku devices comprised of about 46% of total media player purchases in 2013.


In comparison, Apple TV sales only accounted for about 26% of overall set top box sales across the US. Thus, there is a continuously widening gap between these two, which are competing for the living room supremacy in American households.

However, if the global numbers would be looked at, Roku would still take so much to beat Apple TV. In terms of worldwide sales, Apple TVs have so far sold about 20 million units of its set top streaming devices since Apple TV’s launch in 2007. Comparatively, Roku sold only about 8 million units since 2008.

Contributing factors

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According to analysts, Apple TV could possibly be more competitive if it would release an update of the device this year. However, they pointed out that the company does not seem to be supportive of Apple TV in terms of supporting it in the US market.

There are some factors that are cited for the domination of Roku in the US. The most notable of those is that Roku has always maintained a association with Netflix, which is still the biggest video download source in the country. It presently offers over 1,700 channel apps and a variation of models with differing features as well as price points.

Third player

Analysts agree with each other when they say that there could be changes in the coming months in this segment. That is because a third big player is entering the picture: Amazon, which has recently unveiled its own Fire TV.

Amazon’s entry into the set top TV market segment is expected to shakeup the current landscape. Fire TV comes with new and interesting content arrangements, including that deal with HBO. It is also expected to have several other incentives that would certainly entice consumers and households to try it out.