Internet Set-Top Demand Strong

According to The Diffusion Group, 14% of broadband households currently use an Internet set-top box (iSTB) such as Roku or Apple TV to access over-the-top (OTT) video content on their TV set. Internet set-top box use is especially prominent among Early Millennials (age 25-34) and Late Boomers (age 45-54).

Some 29% of adult broadband users are to various degrees likely to purchase a new iSTB in the next six months, and 48% of current iSTB users are to various degrees likely to purchase another iSTB.

The primary market for iSTBs appears to be Early Millennials (25-34s), with 21% highly likely to purchase. Late Millennials (18-24s) express interest in iSTBs, but most often use a net-to-TV device they already own, usually a game console.