Chromecast Usage Down, Research Says

Google’s $35 streaming dongle Chromecast made a big splash when it launched last summer, but usage of the device appears to be declining even as adoption of streaming media players is on the rise, according to Parks Associates. The firm’s new report found 20% of US broadband HHs had a streaming media player at the end of 1Q, up from 14% in 2012.

Parks, which surveyed 10K US broadband HHs, found Chromecast ownership was steady at around 6%, but monthly usage rates are slightly lower than the last 2 quarters of 2013. The percentage of Chromecast owners who use the device at least monthly to view web pages on a TV declined from 76% in 3Q 2013 to 57% in 1Q 2014. Similarly, the percentage of Chromecast owners who use the device at least monthly to watch online video on a TV dropped from 78% to 73%.

The low price led to high initial use of the Google device, though over time consumers developed a better understanding of the use of various media players and started to choose other options, the research firm said. “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,” said John Barrett, director of Consumer Analytics at Parks.