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Sweden leads OTT ownership

Amazon’s Fire TV leads market in Germany, Japan

Swedish consumers are leading the OTT charge, with 55 per cent reporting ownership of a streaming box or stick within their household, according to Ampere Analysis.

Sweden is closely followed by Denmark, the UK and the US where 51 per cent of internet users have an OTT device.

The report also found that Amazon’s Fire TV is the leading device in many markets, with a market share of over 40 per cent in Germany and Japan.

Meanwhile ownership of Google Chromecast is high in the Nordics and Netherlands, which lack any serious Amazon retail presence. Google has over 50 per cent market share in the Netherlands and Denmark.

Minal Modha, consumer research lead at Ampere Analysis, said: “More than any other sector, the streaming adapter market is a competitive battleground for companies with wildly different strategic imperatives – ranging from Amazon and the support which Fire TV provides for its retail operations, Apple and its high-end device ecosystem, Google and its advertising businesses, and Roku and its mix of monetisation mechanisms.”