The number of TV streaming devices worldwide has reached 1.14 billion, with Samsung accounting for the majority

The number of TV streaming and video streaming devices worldwide now exceeds 1.1 billion, according to a new study from Strategy Analytics’ TV Streaming Platforms service. The study, which tracks quarterly deployments of TV and video streaming devices in 27 major countries, found that Samsung leads with 14% of devices in use, followed by Sony (12%), LG (8%), Hisense (5%), TCL (5%) and Amazon (5%). The analysis also shows that the Tizen platform is the leader in TV streaming operating systems, accounting for 11% of deployed devices, followed by WebOS (7%), PlayStation (7%), Roku OS (5%), Fire OS (5%), Android TV (4%) and Xbox (4%). The operating system market remains relatively fragmented, as many older and often proprietary systems are still in use.

The study identifies the importance of TV streaming platforms and devices over internet video services such as Netflix, Amazon Prime Video and Hulu. People are watching more streaming videos on TV screens than on mobile devices, especially during the pandemic. As demand for traditional pay TV, broadcast and home video platforms declines, TV streaming platforms will become the dominant force in video streaming in many countries.

David Watkins, Director at Strategy Analytics, said: “OTT streaming TV and video is a complex and evolving market compared to mobile. With deployment patterns varying widely across countries, content owners and developers need to carefully consider how to target resources and strategies for specific brands and platforms. Frequently updated, tactical platform deployment tracking is key to ensuring services are reaching their largest potential audience.”

David Mercer, Vice President of Media and Smart Home at Strategy Analytics, added: “As traditional TV and video platforms continue to shrink in the market, TV streaming represents the future of TV and video. Over the next decade or so, we expect internet streaming to dominate TV and video content consumption in many parts of the world. This research reflects the early stages of the evolution of TV streaming platforms, which will dominate the ecosystem for many years to come.”