About 10 percent of U.S. broadband households purchased a streaming media box or stick in the first three quarters of 2014, already matching the full-year uptake for 2013, according to Parks Associates.
Roku remains the top seller of over-the-top devices, accounting for 29 percent of the market. Google Chromecast (NASDAQ: GOOG) has risen to second place with a 20 percent market share, followed by Apple TV (NASDAQ: AAPL) at 17 percent and Amazon Fire TV (NASDAQ: AMZN) at 10 percent.
"Nearly 50 percent of video content that U.S. consumers watch on a TV set is non-linear, up from 38 percent in 2010, and it is already the majority for people 18-44," said Barbara Kraus, director of research for Parks Associates. "The market is changing rapidly to account for these new digital media habits. Roku now offers a streaming stick, and Amazon's Fire TV streaming stick leaves Apple as the only top player without a stick product in the streaming media device category."
The Parks study jibes nicely with data released earlier in the week by U.K. research company GfK, which found that ownership of OTT devices has reached roughly 19 percent of U.S. TV homes, up from 12 percent a year ago.
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