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Beyond the Device: Understanding Streaming Platform Share

The streaming landscape is constantly evolving, with new devices and platforms vying for our attention. Recently, Pixalate released its Q4 2024 Connected TV Device Market Share report, which has generated a lot of buzz. The report highlights Roku's continued dominance in the US market, along with the rankings of other popular device brands. However, it's crucial to understand that this report, while valuable, offers a snapshot of device sales, not necessarily the popularity of the underlying platforms. In this post, we'll delve into the important distinction between device share and platform share, and why it matters.

The Pixalate Report: A Snapshot of Device Sales

Pixalate's report focuses on Connected TV device market share, measuring the prevalence of different device brands in the market. Their methodology likely involves tracking usage data, advertising impressions, or other metrics related to specific devices. According to the report, Roku leads the US market with a substantial share, followed by other brands like Fire TV, Samsung, Apple, and LG. (Link to Pixalate report and relevant news articles here). This data gives us a good sense of which devices are popular, but it's essential to recognize its limitations.

Device Share vs. Platform Share: A Crucial Distinction

"Device share" refers to the percentage of devices in use that are attributed to a particular brand or manufacturer. It tells us how many devices of a specific brand are out there. "Platform share," on the other hand, refers to the percentage of users or viewing time attributed to a specific operating system or platform. It tells us how many people are actually using a particular platform, regardless of the device brand.

Think of it like Android phones. A report might show Samsung having the largest share of Android phones. That doesn't mean "Android" has that share. It means Samsung (a device maker) has that share of devices that run Android. Other companies like Google (Pixel), Motorola, and others also make Android phones. Their numbers are counted under their brand, not under "Android." Similarly, a report showing "Roku" device share primarily reflects Roku's own hardware sales, not the total reach of the Roku platform, which is also found in TVs from other brands.

This distinction is particularly important for platforms like Google TV. While the Chromecast with Google TV is a distinct device, many smart TVs from Sony, Hisense, and other brands also run Google TV. These TVs are counted under their respective device brands (Sony, Hisense), not under "Google TV." Therefore, a device-centric report doesn't give us a complete picture of Google TV's actual platform share.

The "Average Joe" and the Branding Factor

For the average consumer, the lines between device and platform can be blurry. When someone buys a "Roku TV," they're often thinking of "Roku" as the platform, even though the TV itself might be made by TCL or Hisense. The same is true for "Fire TV." This strong association between device brand and platform makes it easy to understand why people might assume that device share directly reflects platform share.

However, this association is less pronounced for platforms like Google TV. A Sony TV with Google TV is primarily perceived as a "Sony TV," not a "Google TV device." This difference in branding and perception can lead to misunderstandings about the actual reach and popularity of different platforms.

The Challenges of Measuring Platform Share

Accurately measuring platform share is a complex task. It requires different methodologies than device-centric reports, such as surveys, panel data, or partnerships with streaming services to track actual usage. Even with these methods, there are limitations and potential biases. However, understanding platform share is crucial for content providers, developers, and anyone trying to get a complete picture of the streaming market.

Looking Beyond the Pixalate Report

The Pixalate report provides valuable data on device sales, but it's important to look beyond these numbers to understand the broader platform landscape. Seeking out reports specifically focused on platform usage from firms like Nielsen, Comscore, and Parks Associates can provide a more complete picture. Searching for terms like "streaming platform market share" or "OTT platform usage" can help you find these resources.

Conclusion

The streaming market is more complex than just device sales. Understanding the difference between device share and platform share is essential for accurately assessing the competitive landscape and making informed decisions. While reports like Pixalate's offer valuable insights into device trends, they don't tell the whole story. It's crucial to consider multiple sources and methodologies to get a true understanding of which platforms are actually being used and how the streaming ecosystem is evolving. My Streaming Life uses Google TV as its regular platform, across various brands of TVs, and this experience has shown me firsthand how important it is to look beyond the device and consider the platform itself when evaluating the streaming market. The world of streaming is more than just the devices we hold in our hands. It's the experience that matters, and that experience is shaped by the platform as much as the device.

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