Apple TV Falls Behind in US Smart TV Race

Apple TV is facing fierce competition from Roku, Google Chromecast and Amazon Fire TV in the US.

According to a study by eMarketer, an estimated 81.2 million households now use some kind of Smart TV streaming device, but of the four big hitters in the US, Apple TV only accounts for 21.3% of this number, leaving it trailing in fourth place by a significant margin.

Apple TV’s decline in popularity has been attributed to a lack of support for popular content such as Amazon Video, and competitor pricing.

The Apple TV currently retails from $149, whereas consumers can pick up an Amazon Fire TV Stick for $40.