According to the report, Amazon became the market leader for the first time with sales of 13.2 million devices and a market share of 12.1%. Samsung slipped into second place while Sony remained third after the launch of its new PS5 games console.
Interestingly, in 2020 sales of connected TV devices (smart TVs, streamers, games consoles) reached 305.3 million units, an annual increase of 7.6%, as locked down residents sought comfort in big screen entertainment. Strategy Analytics predicts further growth in 2021 as TV viewers continue to migrate towards internet-based video platforms and away from traditional broadcast and pay TV services.
Figure 1. Connected TV Devices Global (Graphic: Business Wire)
Moving forward, 2020 sales of both smart TVs (186M) and media streamers (81M) reached new records. TCL performed particularly well in smart TVs in 2020, moving into second place behind Samsung and ahead of LG. In streamers, Amazon and Roku extended their lead over both Google and Apple and together now account for more than 60% of the streamer market.
David Watkins, Director, TV Streaming Platforms, commented: “Q4 is always a strong period for home entertainment products, and in spite of the pandemic 2020 didn’t disappoint. Demand for connected TV devices remained strong throughout the holiday period as consumers in most major economies preferred to enjoy streaming video services on their big screens.”
Edouard Bouffenie, the Senior Analyst, said: “Amazon has had great success with its Fire TV Stick 4K, which became the world’s best-selling digital media streamer device in 2020. However, the market remains fragmented overall and there is still a long way to go in the battle to build global-scale TV streaming platforms during the 2020s.”
Strategy Analytics, Inc. is a global leader in supporting companies across their planning lifecycle through a range of customized market research solutions. Our multi-discipline capabilities include industry research advisory services, customer insights, user experience design and innovation expertise, mobile consumer on-device tracking and business-to-business consulting competencies. With domain expertise in smart devices, connected cars, intelligent home, service providers, IoT, strategic components and media, Strategy Analytics can develop a solution to meet your specific planning need. For more information, visit us at www.strategyanalytics.com.
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