Apple TV struggling, with market share of just 2%

Like its near-namesake Apple TV+, the Apple TV is struggling to maintain its share of a competitive market.

This may be because most modern TVs have built-in apps, which means a reduced interest in watching TV via separate accessories such as Apple TV and Chromecast. When Apple TV was launched in 2007, smart TVs were less prevalent.

According to a new survey from Strategy Analytics, Apple TV now has a market share of just 2% if you include smart TVs, media players and game consoles in the figures – all of which are options for people looking to stream digital media. The share for Chromecast, meanwhile, is 3%, which is enough for tenth place on the list.

A total of 1.14 billion units are covered in the survey, so a single percentage point corresponds to roughly 11.4 million units.

Image courtesy of Strategy Analytics

Streaming video market share:

1. Samsung 14%
2. Sony 12%
3. LG 8%
4. Hisense 5%
5. TCL 5%
6. Amazon 5%
7. Nintendo 4%
8. Microsoft 4%
9. Skyworth 3%
10. Google 3%
11. Vizio 3%
12. Sharp 3%
13. Roku 3%
14. Philips 3%
15. Xiaomi 3%
16. Apple 2%
17. Changhong 2%
18. Panasonic 2%
19. Konka 2%
20. Haier 1%
21. Toshiba 1%
22. Insignia 1%

Apple is expected to unveil a new Apple TV in the near future. But whether new features and upgraded specs will be enough to kickstart demand remains to be seen: do people even need a separate streaming box these days?

This article originally appeared on Macworld Sweden. Translation by David Price.