Slice Intelligence: Apple TV now top US TV streaming device

With the release of the new Apple TV box, Apple has taken the largest share of the US streaming TV hardware market at 31.0%, according to new research.

The report by Slice Intelligence, which collects data on online retail, said that Apple has pushed Amazon into second place with a 27.5% marketshare for its Fire TV devices.

Post-launch of the revamped Apple TV, Roku comes in third place with 25.3% of the market, while Google’s Chromecast trails with 16.2% of the market.

“More than 90% of the new Apple TV buyers are men, and the majority are between the ages of 35 and 44. While most streaming TV buyers across all brands fit this age and gender profile, on average, buyers of these devices are about 64% male—indicating an early adopter skew,” said Slice.

Prior to the new Apple TV release – Apple’s first major update of its TV streaming device since 2011 – Slice estimates that Apple placed third in the US streaming market with 20.6% share, behind Amazon at 31.7% and Roku at 29.1%.

Slice Intelligence’s digital commerce data is based on a panel of more than 3 million online shoppers.