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Game Over: Apple already owns the online streaming video market

Updated Dec 19th, 2018 9:00PM EST
Apple iPhone iPad
Image: Apple

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Apple, as it turns out, won’t be announcing new Apple TV hardware at WWDC next week. Still, Apple’s beloved hobby seems to be doing just fine in the marketplace even with a product refresh looming.

According to a fresh report from Adobe Digital Index, Apple TV has made surprising marketshare gains when it comes to watching subscription-based premium content online.  The Apple TV now accounts for 10% of all devices used to access services like Netflix and Amazon Prime, representing a staggering 100% increase from the previous quarter. In the process, Apple TV has now overtaken Roku which checked with a 9% share.

But the Apple TV is just the beginning of a much larger story regarding Apple’s dominance in the online streaming video.

DON’T MISS: Google may be planning a movie streaming service to take on Netflix

If we take a step back and factor in the Mac and all iOS devices, Apple practically owns the market as it pertains to viewing subscription-based video online. The iPad and iPhone alone check in with 30% and 18% shares, respectively. Once we add the Mac and the iPod into the equation, Apple products on the whole represent 62% of all devices used to access subscription-based digital content.

Even beyond subscription-based content, the report notes that iOS devices account for 82% of all unauthenticated mobile video viewing. So whether it be a premium service like Netflix or a free site like YouTube, the bulk of mobile-based video viewing is coming from Apple devices, which is something of a surprise given Android’s ongoing marketshare dominance. The report adds that “the introduction of the iPhone 6 and 6+ has only escalated the growth that Apple has seen within online video viewing.”

This puts Apple in an enviable as the report found that digital video viewing is increasingly taking place on mobile devices and on HDTVs.

“It looks like desktops are losing the battle in the home,” the report ntoes, “bringing the TV Everywhere viewing platform full circle and returning viewers to the living room.”

If we isolate the tablet market as it pertains to online video viewing, Apple’s dominance is just as jarring. Adobe found that 86% of all online video viewing comes from the iPad, followed not too closely by Samsung Galaxy Tablets at 7%, the Kindle Fire with 4%, and the Microsoft Surface with 2%.

One final point of interest: on the browser side of the equation, the report found that half of all subscription-based video viewing online comes via Google Chrome.

Yoni Heisler Contributing Writer

Yoni Heisler has been writing about Apple and the tech industry at large with over 15 years of experience. A life long expert Mac user and Apple expert, his writing has appeared in Edible Apple, Network World, MacLife, Macworld UK, and TUAW.

When not analyzing the latest happenings with Apple, Yoni enjoys catching Improv shows in Chicago, playing soccer, and cultivating new TV show addictions.

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