According to new Parks Associates statistics, three companies—Roku, Samsung, and Amazon—now control 65% of the connected TV (CTV) device market in the United States.
This finding emphasizes the dominance of a few large businesses in the growing streaming ecosystem.
CTV viewing approaches epidemic highs as platforms balance ad loads.
Roku and Amazon are the most popular streaming media player companies, while Samsung dominates smart TV sales among US consumers. Samsung’s presence in the smart TV market propels it to the second-most popular CTV platform, despite the fact that the business does not manufacture a standalone streaming media player.
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This pattern highlights Samsung’s reliance on directly incorporating streaming features into its hardware to maintain a competitive advantage in the streaming market.
Roku and Amazon have also entered the smart TV market, extending their reach beyond standalone streaming devices.
This plan follows a broader trend among IT companies to design unified user interfaces for both smart TVs and streaming media players, allowing customers to have a consistent viewing experience across platforms.
READ MORE: 37% Of Connected TV Households Use Samsung Consumer Electronics
Elizabeth Parks, president and CMO of Parks Associates, emphasized the need of an integrated interface, adding that consumers desire “a cohesive and carefully designed interface within a single operating system” to improve user experience and brand loyalty.
The statistics and insights are part of the paper “Battle of the Platforms: Assessing Connected TV Ecosystems,” which Parks Associates will address further at its upcoming Future of Video event.
This event, slated for November 19-21 in Marina del Rey, Calif., will bring together leaders in broadband, smart TV, and streaming services to discuss industry issues such as new advertising models, subscriber engagement, and sports content monetization. Key speakers from Warner Bros. Discovery, LG Electronics, and Tastemade will share insights on these and other related subjects.
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