A prime factor contributing to the high adoption of the streaming devices market is the rising penetration of cloud services in the media and entertainment sector. Pay-per-use Over-the-Top (OTT) services such as Netflix and Hulu contain immense video libraries stored at remote servers that allow their subscribers to have access to high quality video feed at any time. Additionally, these eliminate the need to download and store massive amounts of data.
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Customer subscriptions to OTT services such as Netflix and YouTube and the rising penetration of Netflix and Hulu original series which are generally not available on broadcast TV is anticipated to further drive away the demand from traditional TV viewing. For instance, in the U.S. Netflix had approximately 51 million paying subscribers as of 2017, a large number of which is largely attributed to the growing prominence of original net series. This trend is further reflected across the world is anticipated to contribute to the high adoption of the streaming devices market.
The USD 30 – 100 pricing range in the streaming devices market is anticipated to exhibit the highest growth during the forecast timespan. The devices available in this segment generally are compatible with various types of TV resolutions such as Roku Ultra which is compatible with 4K and lower resolutions and are similar in functionality to the higher-end products. Furthermore, consumers in Asian countries, primarily in India and China, are more inclined to purchase lower cost products.
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The growing prominence of 4K systems offering higher picture quality and is a major factor contributing to the high growth of the 4K UHD segment in the streaming devices market. The consumer electronics market is subject to constant technological advancements with higher resolution systems such as 4K UHD systems anticipated to replace traditional lower resolution systems by 2024.
The economic boom in the Asia Pacific countries is largely contributing to the increase in disposable income allowing consumers to spend a larger amount on luxury electronic systems. Additionally, the increase in local players and the availability of low cost, high quality systems, rising reliance on the internet for media and entertainment services, and government initiatives for the development of broadband infrastructure is projected to drive the Asia Pacific streaming devices market demand.
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Players operating in the streaming devices market include Logitech International S.A., Google LLC, NOW TV, Azulle, Amazon.com, Inc., MyGica, Apple Inc., NVidia Corporation, and Roku, Inc. Companies are required to continuously launch new technologies and upgrade their software to sustain growth in the marketplace. For instance, in October 2017, Roku Inc. announced the launch of Roku OS 8 which delivers new features such as a Smart guide, faster updates and searches, and enhanced voice command controls.
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