Half-buyers of proprietary streaming devices for the first time |

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July 1, 2021

Half of consumers who plan to purchase a smart TV or streaming media player in the next three months will be first-time buyers, according to a new study from consultancy firm Interpret. The rest are existing owners who are replacing their streaming device, upgrading to a newer version, or upgrading to a new brand.

According to the interpretation Streaming Devices: Platforms, Brands, and Consumers 2021 report, 10 percent of consumers plan to purchase a smart TV and a similar number plan to purchase a streaming media player in the next quarter. Samsung and Vizio owners are the least likely to replace their smart TVs, and Roku owners are the least likely to want to replace their streaming media player.

  • 18% of Roku owners plan to replace their device within the next three months
  • 17% of Samsung owners and 18% of Vizio owners plan to replace their device within the next three months.

“With half of the buyers new to smart TVs and streaming media players, this consumer electronics sector is poised for continued growth,” said Brett Sappington, vice president of research at Interpret. “However, not all brands of streaming devices will fully benefit from this growth. Our research shows that each brand attracts a unique consumer audience, with different characteristics, habits and preferences that are often linked to key characteristics. The brands that best meet the needs of consumers have the best chance of gaining market share.


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