The global market for digital media streamers is entering a late lifecycle stage, with shipments forecast to decline by 4.8% in 2025 to 59 million units. This ongoing contraction is driven by the rapid rise of Smart TVs as the preferred gateway for online video, extended replacement cycles, and economic pressures impacting consumer spending. While standalone streaming devices remain relevant—offering low-cost upgrades, portability, and flexibility, Smart TV penetration is steadily eroding demand.
Despite falling volumes, media streamers are evolving beyond simple playback devices. Premium models are increasingly positioned as multifunctional home hubs, integrating entertainment, gaming, and smart home automation features. This shift is expected to sustain pricing, even as overall demand wanes.
Comparatively brands including Roku and Amazon are increasingly focusing on platform monetisation, leveraging household reach to drive advertising, subscription revenues, and audience data, often through the sale of loss-making units.
This report and accompanying dataset analyse the media streamer market across 26 countries, regional groupings and a global overview. Annualised metrics for volume, value and ASP, cover the 2023–2029 period, with year-on-year vendor performance tracked through full-year 2024 and 2025 at regional level.
For further details, or if you have any questions, please email dave.watkins@futuresource-hq.com.
Priority Insights
Executive Summary
Appendix
Adjustments to the Forecast
Exchange Rates
Overview of the global media streamer market, methodology, related reports, and contact details.
Key trends: market decline, Smart TV competition, evolving device roles, and retailer strategies.
Market decline statistics, economic pressures, and lifecycle stage analysis.
Smart TV penetration, ongoing relevance of standalone streamers, and shipment outlook.
Commoditisation of hardware, platform monetisation, and ARPU (average revenue per user) focus.
ARPU metrics, TV OS licensing, advertising trends, and platform strategies.
Evolution of streamers into multifunctional hubs, integration with smart home and gaming, and ASP (average selling price) trends.
Retail value trends, commoditisation, and vendor ASP comparison.
Technical advantages of streamers, premium features, and user preferences.
Flagship product comparison table (Apple TV 4K, Fire TV Cube, Google TV, Roku Ultra).
Retailers’ role in CTV, retail media networks, and strategic moves by major retailers.
Smart TV OS landscape, platform fragmentation, regional trends, and future consolidation.
Appendix section divider.
Comparison to previous forecasts, shipment adjustments, and key drivers.
Futuresource US dollar exchange rate assumptions and country-by-country rates.
Futuresource Euro exchange rate assumptions and country-by-country rates.
About Futuresource
Company overview, expertise, and market coverage.
Company background, contact information, and disclaimer.
Futuresource has been tracking, researching and consulting on the CE landscape for more than 30 years. This publication is one in a series of research reports, produced to provide businesses with a fully rounded view of the market.
Any business with interests in the TV market will benefit from this report, particularly:
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