At 8 o'clock in the morning, electronic enthusiasts might find themselves intrigued by the latest figures from eMarketer, a prominent market research agency. As of July 27, an estimated 168 million people worldwide will be using connected TVs this year, marking a roughly 10% growth compared to last year. However, many consumers appear to favor brands like Roku, Amazon, or Google over Apple when it comes to smart TVs.
Attached is an image showcasing various smart TV devices, including Apple TV, Roku, Google Chromecast, and Amazon Fire TV Stick. While Apple TV launched back in 2006, it has undergone four generations of updates since then.
The internet is reshaping how people consume television, transitioning from traditional cable TV to streaming platforms. This shift reflects a broader battle between tech giants and conventional cable providers, a struggle that seems universal across different regions.
According to eMarketer statistics, half of these 168 million smart TV users opt for smart TVs directly, while the remaining half prefer smart set-top boxes like Apple TV, Roku, Google Chromecast, or Amazon Fire TV Stick.
Despite its reputation for craftsmanship and seamless integration within Apple's ecosystem, Apple TV hasn't managed to capture the consumer market as expected. In the U.S., Roku leads with 38.9 million users, followed closely by Google Chromecast with 36.9 million users, and Amazon Fire TV with 35.8 million users. Apple TV trails significantly behind with only 21.3 million subscribers, holding just a 12% market share.
Looking at the product itself, Apple TV boasts excellent build quality and user experience, seamlessly connecting to Apple’s entire ecosystem. Yet, why does it fail to resonate strongly with consumers?
Paul Verna, an analyst at eMarketer, highlights pricing and limited appealing content as key issues. Many consumers perceive the $150 price tag of Apple TV as disproportionately high compared to the $40 or less charged by competitors like Roku or Amazon.
Verna notes that the absence of compelling content has hampered Apple TV's progress. Amazon’s video offerings, in contrast, have grown increasingly popular. While Apple charges $150 for its device, rivals like Google, Amazon, and Roku offer competitive alternatives at a fraction of the cost.
Verna anticipates that Apple TV will continue to lag behind competitors over the coming years. By the end of 2021, rival companies could see an additional 20 to 30 million new users, whereas Apple TV is projected to add fewer than 4 million new users.
Since its debut in 2006, Apple TV has aimed to establish Apple’s presence in the living room. To address these challenges, Apple is actively exploring ways to enhance its content offerings to attract more users. Recently, they recruited two former Sony executives to bolster their original content production efforts. Upcoming projects include the highly anticipated “Carpool Karaoke†series and “App Planet.†There are also whispers of negotiations with major film studios to potentially release certain movies exclusively on the Apple platform. Some rumors even suggest Apple is considering acquiring a Hollywood studio outright.
In mainland China, Apple TV remains unavailable due to regulatory restrictions imposed by local authorities. Instead, video platforms like Youku and iQiyi, along with companies such as Xiaomi and LeTV, have dominated the smart TV and set-top box market for years. Entering this space presents a significant challenge for Apple.
As we consider the future of smart TVs, it becomes clear that Apple faces stiff competition from established players who offer both affordability and extensive content libraries. Whether Apple can reclaim its position in this rapidly evolving landscape remains to be seen.
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