Even with smart TVs becoming the norm, consumers are still in the market for streaming sticks. Smart TV owners, for example, use Chromecast at home to easily cast videos from their phones. They also take sticks on the road, making favorite OTT apps available at friends’ homes or hotel rooms.

1010data’s Ecom Insights panel, which tracks millions of online shoppers in the U.S., found that across all eCommerce activity (across all product categories) at 100 online merchants, the top two selling items by units sold were the Amazon Fire TV Stick and the Google Chromecast. The two sticks sold a combined 4.8 million units in the U.S.

Among streaming sticks, Amazon accounted for 49% of dollar sales; the Fire TV stick sells for $39. Google, with its $35 Chromecast, accounted for 41% of sales; Roku – which, at $50, has the most expensive stick – accounted for 10 per cent of the market.

On Prime Day (July 15), Amazon dropped the price of its stick to $24 and, as a result, the company accounted for 64 per cent of the dollar share in the market in July (up 14 percentage points over June).

1010data also found that the majority of all streaming sticks happen on Amazon (note: the Google Store wasn’t included in the study). 98 per cent of Fire TV sticks were purchased on Amazon, while 88 per cent of Chromecasts and 85 per cent of Rokus also were.

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