Apple TV Streaming Device Adoption Far Behind Roku and Fire TV

As a new Apple TV 4K model is bowing at a reduced price, Apple TV streaming devices rank far behind competitors Roku and Amazon Fire TV, according to data from Interpret.

The updated Apple hardware features the A15 Bionic chip for “faster performance and more fluid gameplay” and support for HDR 10+. The new Apple TV 4K comes in two different configurations: a Wi-Fi only model with 64GB of storage, or a Wi-Fi and Ethernet model with increased storage. The Wi-Fi only model is priced at $129, about $50 lower than the previous version. Apple has also updated tvOS 16 to include Siri voice control options so that customers can control Apple TV and interact with the results by simply speaking.

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Interpret’s VideoWatch data shows Apple TV has much lower penetration compared to its primary competitors, Roku and Amazon Fire TV. This gap is further widened when considering Roku and Amazon Fire TV also have partnerships with television manufacturers to make smart TVs, which run on their respective OS.

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