Notes: 19% of US households this year own a digital media player such as Apple TV or Roku, representing a significant step up from 12% penetration last year, per GfK. Interestingly, Roku and Apple TV device users are as likely to say they use those devices in addition to regular broadcasts as they do as a replacement for regular TV, while Chromecast users are more likely to use them as additive (50%) rather than replacements (31%). It’s also worth noting that Apple TV and Roku users say their devices are their first considered viewing source when watching TV/movies in the evening, ahead of live TV, a fairly significant result.
About the Data: The data is based on a survey of 532 adults age 18+ who own Roku, Chromecast or Apple TV digital media player(s). Respondents could take the survey for multiple devices. Interviews collected per device: Roku (238 active); Chromecast (122 active); Apple TV (204 active).