Thursday, July 10, 2014

It’s Time for Some U.S. Apple TV Marketing

Apple TV sales fell behind both Roku and Google Chromecast in 2013, according to data from Parks Associates. The research group said Apple sold just over 2 million units in the United States last year, while Roku sold about 3.88 million units.

While those numbers put Apple's streaming entertainment box in third place in the U.S., it's still the overall top seller worldwide. Over 20 million Apple TVs have been sold since the device was introduced, compared to Roku's 8 million.

The research group's data shows Roku is used 44 percent of the time when streaming content from set top boxes, compared to Apple TV at 26 percent. Park Research director Barbara Kraus said,

"Roku has always had a close association with Netflix, the largest source of video downloads, and currently offers more than 1,700 channel apps as well as a choice of models with different features and price points, all of which appeal to consumers' purchasing instincts."

Apple TV, however, is available in a single model with limited channel options compared to Roku. The implication from Parks is that the larger selection of devices and content channels is more appealing to U.S. customers.

From the article "It’s Time for Some U.S. Apple TV Marketing" by Jeff Gamet.

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