At least in the United States, Apple TV lags behind devices from Roku, Amazon, and Google. That’s according to a new analysis from Parks Associates.
In the first quarter of 2017, Roku made up 37 percent of the devices owned by broadband households in the United States. Amazon’s Fire TV line made up 24 percent of the market while Google’s Chromecast was third with 18 percent.
Apple was fourth with 15 percent of the installed base.
The firm says that currently, one-third of U.S. broadband household own a streaming media player.
As early as next month, Apple is widely expected to unveil a new Apple TV device that can display 4K HDR content. The company has also apparently been preparing 4K content for iTunes.
While lack of any 4K content is one possible reason for the Apple TV’s fourth place standing in the United States, another is definitely the price. Starting at $149 for a 32GB model, the device is more expensive than anything from competitors. For example, the Roku Premiere offers 4K content for just $69.99.