June 29, 2021
Half of consumers who plan to purchase a smart-TV or a streaming media player within the next three months will be first-time buyers, according to new data released June 29 by Interpret.
The remainder are existing owners who are replacing their streaming device, upgrading to a newer version, or switching to a new brand.
According to Interpret’s “Streaming Devices: Platforms, Brands, and Consumers 2021” report, 10% of consumers plan to buy a smart TV and a similar number plan a streaming media player purchase within the next quarter. Samsung and Vizio owners are the least likely to replace their smart TV, and Roku owners are the least likely to want to replace their streaming media player.
The study also found:
- 18% of Roku owners plan to replace their device within the next three months;
- 17% of Samsung owners and 18% of Vizio owners plan to replace their devices within the next three months.
“With half of buyers being new to smart TVs and streaming media players, this sector of consumer electronics is primed for continued growth,” said Brett Sappington, Interpret’s VP of research. “However, not all streaming device brands will enjoy the full benefit of that growth. Our research shows that each brand attracts a unique consumer audience, with differing characteristics, habits, and preferences that are often related to key features. Those brands that best meet consumers’ needs stand the best chance of gaining market share.”