Among those who use streaming
media players, Roku owners tally slightly better results than Apple TV when accessing new subscription video platforms.
Market research company Parks Associates says 86% of Roku owners,
compared with 77% of Apple TV owners, use a subscription over-the-top video company like Netflix or Amazon Prime Instant Video.
Looking at specific subscription video-on-demand services
(SVOD), Roku owners use more Netflix than Apple owners -- 75% to 63%. But Apple owners use more Amazon Prime than Roku -- 40% versus 28%. Apple TV owners also use more Hulu Plus than Roku -- around
35% to 30%.
Most recently, Apple TV has been quietly building business for the streaming video device to the point that it now exceeds $1 billion a year in revenue.
In an earlier
Parks Associates estimate, Roku appears to be the choice of U.S. homes with broadband connections, with 56% having one of the devices. Apple TV is in 23% of broadband homes and Google’s
Chromecast, 10%. Amazon has also join the business, launching its Fire TV recently.
But overall estimates from IHS put Apple TV on top. That research has Apple TV in around 15% of U.S. TV
homes -- around 17.3 million customers, with Roku in 6.4% of U.S. TV homes, around 7.4 million.