According to a new analysis from TDG, Internet set-top boxes (iSTBs) such as Apple TV and Roku are now present in 21% of US broadband households, up from 13% in early 2014 (an increase in penetration of 63% in the last year).
TDG’s research indicates that iSTBs are particularly popular among adult broadband users between the ages of 25 and 44 (29% penetration). By contrast, only one-in-five Late Millennials (18-24s) use an iSTB, with viewers more likely to turn to game consoles than newer platforms.
“20 million US households now use an Internet set-top box to access streaming TV services,” notes Michael Greeson, Founder and Director of Research at TDG. “As Apple prepares to launch its new Internet set-top box, it does so knowing demand for such platforms have significant headroom, and will be driven by not only greenfield purchases, but multi-unit and replacement sales, as well.”