Google Chromecast use ‘waning’, says Parks Associates

The adoption of streaming media players has increased to nearly 20% of US broadband homes, but usage of Google Chromecast devices “appears to be declining,” according to new research by Parks Associates.

The study said that Chromecast ownership is steady at around 6% of US broadband households, but monthly usage rates in the first quarter of 2014 were slightly lower than in the last two quarters of 2013.

The percentage of Chromecast owners who used the device at least monthly to watch online video on a TV dropped from 78% in Q3 2013 to 73% in Q1 2014, according to Parks. Similarly the percentage of owners who used the device to view web pages on their TV declined from 76% in Q3 2013 to 57% in Q1 2014.

“Streaming media players are starting to play a bigger role in home entertainment, but interest in new entry Google Chromecast is waning,” said John Barrett, director, consumer analytics, Parks Associates.

“Streaming media players, thanks to their ease-of-use, trail only game consoles and smart TVs as the most frequently used streaming media device in the home. By contrast, only about 22% of Chromecast owners say it is the most frequently used streaming device in their home.”

Brett Sappington, director of research, Parks Associates, added: “Chromecast was introduced last summer. Given the low price, many consumers purchased one and began experimenting with it, producing high initial use. Over time, however, owners developed a better understanding of Chromecast’s usefulness and appropriate niche in the video-viewing environment. Some continue to use Chromecast regularly, while others are choosing different options to get online video to their televisions.”