Last week, Amazon revealed its addition to the growing streaming media market: the Fire TV Stick. The announcement represents the company's continuing efforts to compete against other giants like Google and Apple for dominance in the TV market. 

However, in a recent article for CNBC, tech reporter Ari Levy pointed out that Roku, despite being more expensive than other streaming stick options, remains the king among consumers. He cited Parks Associates' July report that showed Roku owns about 44% of the streaming media market share, trumping second-place Apple (at 26%). The firm's primary research also shows that monthly usage of Google's Chromecast is waning, though 6% of U.S. broadband households report owning the device.

As Levi points out in the article, "with HBO and CBS rolling out streaming-only options, there's a land grab for consumers seeking alternatives to traditional pay TV." Parks Associates research released in April shows Roku already has an advantage here as well—86% of Roku owners also subscribe to an OTT video service, compared with 77% of Apple TV owners.

To read the full CNBC article, click here.

Parks Associates will discuss the future of the streaming media market during the annual CONNECTIONS Summit at CES. The session "Streaming Media Devices in the Video Ecosystem," led by research director Barbara Kraus, will include speakers from both Amazon and Roku, as well as NETGEAR, TiVo, Comcast, and AT&T.

For more information on attending CONNECTIONS Summit, click here.

Further Reading:

• More Roku Owners than Apple TV Owners Use Over-the-top (OTT) Services To Watch TV and Movie Content
• Nearly 20% of U.S. broadband households now have a streaming media player, but Google Chromecast usage is waning
• Analyst Q&A: The Implications of Amazon Entering the Connected CE Market
• HBO Turns Up the Heat on Netflix with Planned Streaming Service in 2015