Internet Set-Tops in 21% of US Broadband Homes

According to the Diffusion Group, Internet set-top boxes (iSTBs) such as Apple TV and Roku are now present in 21% of U.S. broadband households, up from 13% in early 2014 (an increase in penetration of 63% in the last year).

"20 million U.S. households now use an Internet set-top box to access streaming TV services," wrote Michael Greeson, founder and director of research at TDG. "As Apple prepares to launch its new Internet set-top box, it does so knowing demand for such platforms have significant headroom, and will be driven by not only greenfield purchases, but multi-unit and replacement sales as well."

TDG's research indicates that iSTBs are particularly popular among adult broadband users between the ages of 25 and 44 (29% penetration). By contrast, only one in five Late Millennials (18-24s) use an iSTB, with viewers more likely to turn to game consoles than newer platforms.