Mar 12, 2021 9:57am Amazon and Roku extended their lead over both Google and Apple and together accounted for more than 60% of the streamer market. (Amazon) Global sales of connected TV devices reached new heights in the fourth quarter and Amazon was at the forefront, according to new data from Strategy Analytics. The research company said global sales set a new record with 109.1 million units and that Amazon became market leader for the first time with sales of 13.2 million devices and a market share of 12.1%. Amazon knocked Samsung – which sold 11.9 million units for a 10.9% market share – into second place. Overall, connected TV device sales in 2020 – smart TVs, streamers and gaming consoles – reached 305.3 million units, an annual increase of 7.6%.