Apple's share of the market for streaming hardware fell from 26 percent in 2013 to 17 percent in 2014, according to a recent report from Parks Associates. Meanwhile, Google's Chromecast appeared for the first time in the top five with a 20 percent slice of the market and Amazon, with its 10 percent share, also broke into the top of the field.

About half of the video U.S. households consume is in nonlinear format, a figure that's up from around 38 percent in 2010, states Barbara Kraus, director of research at Parks Associates. While Kraus didn't suggest a cause for the Apple TV's lagging sales, she pointed out Apple is the top player that has yet to embrace the streaming stick form factor.

"The market is changing rapidly to account for these new digital media habits," says Kraus. "Roku now offers a streaming stick, and Amazon's Fire TV streaming stick leaves Apple as the only top player without a stick product in the streaming media device category."

From the article "Apple TV YouTube App Boasts New Features, Design Refresh" by Quinten Plummer.

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