“The next 12 months will be critical. Those who win will
have a brand advantage that could last for a long time.”
Adobe’s Tamara Gaffney
commenting on their study of 159 billion total online video starts for the
First and Second Quarter of 2015
Apple may be 4th in terms of total devices sold
based on a study conducted by Parks Associates as reported in my blog article
entitled “Parks
Associates says Apple now 4th in Streaming - Why Amazon, Google and Roku
updated Hardware beating Apple TV” , but they're still a force to be
reckoned with.
According
to a study released on Friday September 4th
2015 of online video conducted by Adobe in the Second Quarter of
2015, Apple dominates the TV Everywhere market as reported in the article “Survey: 61.9%
of streamed pay TV is viewed on Apple devices”, published September 4, 2015
by Philip Elmer-DeWitt, Fortune.
The Adobe study, titled Digital
Video Benchmark: Adobe Digital Index Q2 2015, involved checking through
some study of 159 billion total online video starts for the First and Second
Quarter of 2015. Of that amount:
1. 1.49
billion of online Video starts are TV Everywhere authentications
2. 101
million are from mobile app launches
3. 300+
different websites and apps giving access to TV Everywhere
TV Everywhere is thus a market with huge potential. TV
Everywhere is a potpourri term used to describe Streaming to devices that have
been authenticated to stream Video content. In essence, this covers any device:
1. Laptop
2. Smartphone
3. Streaming
Set Top Box
4. Streaming
Stick
5. Tablet
So what did Adobe’s Study reveal?
Adobe Study places
Apple as leader in TV Everywhere - Why Apple is king despite Roku's 10 million
strong Army
According to Adobe stats for the Second Quarter of 2015:
1. 63%
growth of the TV Everywhere
2. 1.49
billion TV Everywhere authentications
According to the Parks Associates study, the big four (4) in
terms of sales of devices are, in order:
1. Roku
2. Google
3. Amazon
4. Apple
But when the actual number of Authenticated Streaming, which
is based on Adobe’s study of the 1.49 billion TV Everywhere authentications in
the First and Second Quarter of 2015, are factored in, it becomes painfully
clear who is the real leader in Streaming.
While Roku may have the most devices as noted in my blog article
entitled “10
million Roku Streaming Devices sold - Roku still King of Streaming as Google,
Amazon and Apple unable to beat Baked in Surprise”, most people tend to
stream Authenticated Video services on their Apple devices:
1. 61.9%
of those TV Everywhere authentications are from Apple devices
2. 18%
are Windows PC devices
3. 9%
are Google Android Devices
4. 7%
are Roku Devices
5. 3.9%
are Gaming Console, Amazon Fire, Smart TV and other devices
In short, according to Adobe's study, Apple is the true top
dog in Authenticated Streaming service delivery, once you consider the Apple TV
plus all other Apple devices combined. Roku may have some 10 million strong Streaming
Set Top Boxes and Streaming Sticks as noted in my blog article
entitled “10
million Roku Streaming Devices sold - Roku still King of Streaming as Google,
Amazon and Apple unable to beat Baked in Surprise”.
But Apple’s combined numbers in terms of the Apple iPad,
iPhone, Mac, Apple TV and iPod Touch Streaming via apps and websites means they
have more Authenticated video Streaming activity than Roku.
Apple has the
advantage in TV Everywhere - Why an upgraded Apple TV may spell doom for Roku
Put simply, the Apple TV, when compared to the Roku in terms
of sales according to the Parks Associates Research, holds fourth place. But
that's for one device out of the many other products that Apple makes such as
the Apple iPad, iPhone, Mac, Apple TV and iPod Touch that can stream Video via
apps and websites.
When all are combined, Apple comes out dominant, beating out
the Roku in terms of sheer numbers. So Apple is actually the top dog in Authenticated
Streaming, just not in the Apple TV.
A good hardware update to 4K along with a dedicated TV Streaming
Channel and an App store with some games as I'd opined in my Geezam blog article entitled “Apple Event on
September 9th 2015 – AI Siri, iPhone 6S, Apple TV and Pro iPad”, will allow
Apple to capture the pole position in the Streaming Set Top Box sales market.
Steve Job’s Hobby would have thus blossomed into a full-fledged
product. This would mark the crowning achievement for a product that was always
playing catch-up with other established industry players in the Television
segment of the Entertainment Industry.
Can't wait to see what Apple has in store for the Apple TV
come Wednesday September 9th 2015 at 10AM Pacific Standard Time at
the Bill Graham Civic Auditorium in San Francisco, California!
Here’s the link:
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