Apple No. 1 in Adobe Study - Why upgraded Apple TV spells doom for Roku's 10 million strong Army

“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 4^th 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 4^th 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 9^th 2015 at 10AM Pacific Standard Time at the Bill Graham Civic Auditorium in San Francisco, California!

Here’s the link:

Digital Video Benchmark: Adobe Digital Index Q2 2015