CTV Device Sales Grew Nearly 8% In 2020; Record Sales Of Smart TV, Streamer Devices

Consumers locked down in their homes due to the COVID-19 pandemic last year drove higher global sales of connected TV devices. Sales of smart TVs, set-top streaming boxes and gaming consoles were up 7.6% to 305.3 million, according to Strategy Analytics.

In 2020, 186 million smart TV sets were sold, while set-top-box steamers' devices came in at 81 million and gaming consoles at 38 million, according to the market research company. Sales of smart TV sets and streaming devices set records for yearly sales.

In the fourth quarter of 2020, total connected devices grew 9% over the same period the year before, to 109 million units. Fourth-quarter sales were also 34% higher than in the third quarter (82 million).

For the first time, Amazon led all companies in the sale of connected TV devices for a quarter, selling 13.2 million units -- up 36% versus the same period a year before. In particular, strong sales came from FireTV Stick 4K.

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Samsung sales gained 9%, from the same period in 2019, to 11.9 million, while Sony declined 3% to 9 million, Nintendo grew 11% to 8.4 million, and LG was up 4% to 6.5 million.

Roku device sales were next -- up 16% to 6.3 million.

Roku and Amazon account for 60% of the entire streaming device market, according to Strategy Analytics. Among monthly active users -- either on a device or via an integrated device platform -- Roku has 51.2 million users, while Amazon Fire TV has 50 million.

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