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Apple TV is cannibalising Mac

by on04 June 2015

Which shows the Mac's key use

In a story which was supposed to show Apple TV giving streaming-media box companies a kicking, CNET accidently revealed that the low powered, low function product is actually damaging Jobs' Mob's sales of Macs.

A report from Adobe said that Apple's share of TV Everywhere viewings doubled at the beginning of this year from the end of last, outstripping main rival Roku.

However the report said that much of the growth was caused by people swapping in their Apple TV for the online video they previously watched on desktops and laptops.

Tamara Gaffney, a principal analyst for Adobe Digital Index and the lead analyst on the latest report Mac access was dropping and they are abandoning their computers in favour of the Apple TV device."

Adobe examined consumer video viewing and browsing behaviour from the first quarter of last year through the first quarter of 2015. The data was aggregated from more than 500 billion visits, more than 200 billion online video starts and 2.8 billion TV Everywhere authentications for premium video content.

TV Everywhere is the traditional TV industry's gateway system for putting their shows online.

Adobe found that Apple TV represented 10 percent of TV Everywhere authentications in the first quarter, up from 5 percent in the final quarter of last year. That was better than Roku, which had an 8 percent share in the latest period, up one percentage point.

Gaming consoles, such as Xbox, made the biggest leaps in TV Everywhere share growth, to 24 precent from just six per cent a year earlier.

The most popular browsers for online video viewing are increasingly Google's Android and Chrome – which is growing more than Apple's Safari. Google is up 18 percent and Safari is up 15 percent, at the expense of Internet Explorer and Firefox.

The figures aren't the full picture of online video viewing. They don't include free video and content delivered by subscription services like Netflix.

Last modified on 04 June 2015
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