Streaming-video devices are losing ground to internet-connected TVs that have streaming apps built in. The percentage of broadband-equipped U.S. households with these smart TVs reached 54% earlier this year, up from 47% a year earlier, and well above the 42% share held by streaming-video devices including Roku, Apple TV and Amazon Fire TV Sticks, according to Parks Associates. That gap is likely to keep growing: The Consumer Technology Association projects that consumers will buy 35 million smart TVs this year, compared to 22 million streaming devices.
About half of smart TV owners also use a device like a Roku or Amazon Fire Stick, says Parks Associates, but the new generation of internet TVs is making it easier for people to abandon the separate streaming device.
“There has been a big shift in the power dynamics in terms of how much negotiating power Roku and Amazon have with the different streaming services,” said Kristen Hanich, a senior analyst with Parks Associates. The two companies “are looking to play hardball.”
From the article "Roku, Amazon Devices Risk Losing Grip on Streaming TV" by Jessica Toonkel.