Roku and Amazon are the most popular brands of streaming media players purchased for connected TV (CTV) devices in the United States, while Samsung is the most popular brand of smart TV purchased, according to research by Parks Associates.

Together, the three brands dominate in terms of consumer viewing habits, with 65% of US internet households naming one of them as their primary streaming video device.

4. Connected TV

Brand of Connected TV (CTV) platform used most frequently in the household

“Samsung has a sizeable lead in the smart TV market,” said Elizabeth Parks, President and CMO of Parks Associates. “The company’s strength in smart TVs earns it the number two position in CTV platform use, even though Samsung does not have a separate streaming media player offering.”

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Roku and Amazon are the most popular brands of streaming media players among owners and US households overall. Both have expanded into smart TVs as well, broadening their overall CTV platform penetration.

The findings are published in Parks Associates study titled Battle of the Platforms: Assessing Connected TV Ecosystems.

“Most consumers prioritise software capabilities, customer service, and hardware specifications when purchasing a new smart TV,” Parks said, “but a cohesive and carefully designed interface within a single operating system can significantly enhance the user experience after purchase and help to increase brand stickiness.”

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