Apple TV has been around for a few years now, and people have been using it to watch everything from movies and TV shows to live sports and news. But how popular is Apple TV?
According to recent statistics, Apple TV’s market share stands at around 13%, which is pretty impressive considering its main competitor is Roku.
Read on for a closer look at some of the most compelling Apple TV statistics out there and how the device is changing the way we watch television and consume media.
Apple TV Statistics (The Highlights)
- There are 31.7 million active Apple TV devices in the US.
- 4 million Americans use the Apple TV device to connect their TV to the internet.
- Apple TV viewer engagement is 24.4 minutes.
- Nearly half of Apple TV owners are between 25 and 44 years old.
- On a scale of 1 to 5, Apple TV wins a 3.6.
Key Apple TV Statistics
The global Apple TV market share amounts to 3.6%.
With a market share of around 23.1%, Roku is the leader and most used TV streaming device across the globe, while Amazon’s FireTV is ranked second with 12.1%.
The other two major players are Samsung and AndroidTV, with 10.4% and 5.9% of the market share.
There are 31.7 million active Apple TV devices in the US.
It’s true that Apple has not been very active in the smart TV market, but despite this, Apple TV sales statistics say it’s managed to slowly increase the number of devices sold in the US.
And so, by the end of 2022, there were a total of 31.7 million active devices on the US market, up from 29.9 million in the previous fiscal year, which is a solid number given its competitors.
Apple TV holds 13.1% of US CTV users.
According to Apple TV statistics, market penetration is currently low at only 13.1%, with Roku accounting for a whopping 51.7% of the US CTV market share.
The latest estimates are that Roku’s numbers might slow down, which could possibly pave the way for Apple TV to grow its CTV user database.
4 million Americans use the Apple TV device to connect their TV to the internet.
Approximately half of Americans own a smart TV that connects directly to the internet, while the rest use other means to watch their favorite content.
Apple TV statistics indicate 25.5 million Americans use Amazon’s Fire Stick, while 23.8 million prefer Roku.
PS4 and PS5 are also quite popular since 6 million and 1.5 million Americans, respectively, use them to connect their TV to the internet.
$41.2 million of Apple’s 2022 revenue is from Wearables, Home, and Accessories.
And this includes Apple TV revenue as it’s considered a device belonging to the home accessories category. But since no official Apple TV sales statistics have been released by the company, we cannot really know how high or low its revenues go.
It’s important to note that Wearables, Home, and Accessories net sales include sales of AirPods, Apple TV, Apple Watch, Beats products, HomePod mini, and accessories.
Apple TV’s share of big-screen devices is 4.7%
As of Q2 2022, Roku and Amazon’s Fire TV lead this market with 30.5% and 16% of big screens, respectively.
Interestingly, Apple TV has shown higher growth than Roku in the number of hours watched on big screens. Namely, Apple TV boasts a growth of 11.9%, while Roku has a growth of 8.2% when compared to Q1 2021.
In 2015, 90.6% of Apple TV users were male.
Apple TV demographics show that in 2015 the dominant buyers of this device (or 90.6%) were male, while only 9.4% were female.
And while there are no recent Apple TV statistics, we can draw on Apple TV+ viewership data to conclude that the situation remains similar. In fact, the latest Apple TV Plus data indicates 60% of the viewers are male while 40% are female.
Analysts, however, say this might be because men are generally more inclined to buy the latest tech gadgets.
Nearly half of Apple TV owners are between 25 and 44 years old.
The two age groups, 25-34 and 35 to 44, according to the most recently published Apple TV statistics, comprise the majority of owners of the 4k edition. The first group is represented by 21.2% while the second by 23.1%.
Apple TV+ viewership reports, on the other hand, indicate that most viewers (or 45%) are between the ages of 35 and 54, while the second largest group consists of viewers between 18 and 34, pointing to a major overlap in both usage and viewership.
The reason for these similarities is believed to be related to brand loyalty.
An average of nine apps a day are published on Apple TV.
The tvOS App Store is not only packed with great apps, but as per the latest Apple TV statistics, developers are publishing an average of nine apps a day or around 75 apps a week. In fact, in February 2023, as many as 230 apps were published in categories ranging from entertainment to Apple TV VPNs.
And while the majority of the apps are free, there are some that require a fee but most of these cost less than $1. The most expensive apps, or around 73 of the total available on the tvOS Store, cost between $9 and $10, which is not much considering a lot of them charge on a pay-as-you-go basis.
33.3% of apps available on the Apple TV store have been rated by users.
With the number of Apple TV+ subscribers worldwide reaching close to 75 million, it’s important to consider how users feel about the quality of the apps available on the tvOS App Store. Apple TV statistics indicate that of the total number of apps, 33.3% have been rated by users, and 41.6% have been given a score of 4.5 to 5.
During the pandemic, Apple TV’s share of time spent viewing OTT streaming video was 8.5%.
When the lockdowns were imposed worldwide, people were turning to streaming boxes, computers, laptops, and mobile phones to watch their favorite videos and make staying at home more fun.
According to Apple TV statistics, even though Roku was dominating the CTV market at the time, with 8.5%, Apple’s media box was ranked third, followed by Chromecast (6.8%) and Android TV (5.5%).
And it seems that the battle of Apple TV vs Google TV over who gets a bigger piece of the CTV market remains pretty much the same in the post-pandemic world.
As of Q2 2022, Apple TV has the best buffering and VST among all competitors.
Although it has encountered a 4.2% YoY drop (lowest among the competition), Apple still has the lowest VST at 2.9 seconds.
Speaking of Apple TV vs Roku categories, Apple TV (0.1%) also wins the buffering category, although Roku has 0.1% buffering as well.
Apple TV’s bitrate has also showcased a 9.2% YoY improvement, but it was only enough to make it to the top five among its competitors in this area.
Apple’s market share regarding programmatic ads in North America is 5%.
As of February, Apple TV holds 5% of the entire North America’s share of the programmatic ads market. This is a significant drop compared to August 2022, when it was 13% (that year’s highest).
Apple TV viewer engagement is 24.4 minutes per play.
According to Apple TV statistics, this is a 1.2% YoY drop which is not a great sign for the tech giant. Chromecast is the leader in this category since its users spend an average of 34.5 minutes per play using the device.
The Bottom Line
As we’ve seen from our roundup of the most interesting Apple TV statistics, this streaming box has been struggling to make it to the top for a while now. The fact that it has improved its ratings among Apple TV users does offer some spark of hope for the future. But given how powerful a grip Roku has on the streaming market, especially in the US, it might take some more time and investments for Apple TV fans to see some growth in numbers. In the meantime, those loyal to the brand will have to be satisfied with the growing numbers of Apple TV + viewership.
Sources: 42matters, Apple, Business Insider, Business of Apps, Conviva, eMarketer, eMarketer, Pixalate, Statista, Statista, TVision Insights
