Roku continues to trounce Apple TV

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apple tv and siri remote
Apple TV can't compete with Roku.
Photo: Ste Smith/Cult of Mac

The gap between Apple TV and Roku continues to widen — only not in Apple’s favor.

According to the latest research data, Apple TV is getting absolutely dominated in the streaming set-top box race. As top rival Roku inches closer toward taking over half the market, Apple TV still struggles to crack into the top three streamers. And the future isn’t looking too bright.

The latest data from Parks Associates reveals that Roku’s market share grew from 30 percent in Q1 2016 to 37 percent in Q2 2017. Amazon’s Fire TV and Fire Stick players helped it capture the No. 2 spot, with 24 percent, while Google held onto third place with 18 percent.

Apple TV struggles to gain marketshare

Apple’s higher-priced box hasn’t been able to catch up. Costing nearly five times as much as a Roku device, Apple TV saw its market share drop to just 15 percent this year.

apple tv chart
Apple TV is getting whooped!
Photo: Parks and Associates

“Roku emerged early as a U.S. market leader for streaming media players, and the company has held firmly to that position,” said Glenn Hower, a senior analyst with Parks Associates. “Higher-priced devices, such as the Apple TV, have not been able to keep up with low-priced and readily available Roku devices, which can be found at Walmart for as low as $29.99.”

An update for the Apple TV is rumored to be in the works this year. It may not help win over new customers, though. The new Apple TV will likely cost somewhere in the same range as the fourth-generation Apple TV ($149 to $199).

The new Apple TV could be revealed as soon as next month during an expected iPhone 8 keynote. Details about new features have been scarce, but the new Apple TV likely will support 4K video in two different color formats. It may also come with a coaxial cable input so users can ditch their cable boxes.