Samsung Electronics is likely to overtake Sony in the global Connected TV devices market in the second half of 2018, said a Strategy Analytics report.

The number of Connected TV devices use worldwide has reached more than one billion, said the report.

Connected TV devices allow users to stream over the top (OTT) video content to television screen and include the sub-categories of Smart TVs, Smart Blu-ray Players, Game Consoles and Digital Media Streamers.

Smart TVs have nearly 60 percent of the total installed base of devices.

Samsung, which has drawn level with Sony in Connected TV device units installed, will take the lead in the second half of 2018.

Sony has long been the global leader in Connected TV devices in terms of devices installed in homes thanks to its strength in Smart TV and Blu-ray and its leading position in the global game console market.

“As Smart TVs take an ever-growing share of the overall market, Samsung will replace Sony at the top of the device footprint rankings later this year thanks to its dominant position in the world’s Smart TV market,” David Mercer, vice president at Strategy Analytics, said.

The popularity of connected TV devices, in particular Smart TVs and media streaming devices such as Roku, Amazon Fire TV and Chromecast, has led to a fundamental shift in how consumers view and engage with content on the TV set.

Companies such as Roku have managed to build businesses selling dedicated streaming devices on the back of this trend towards the online consumption of video in the living room.

“We expect more than 55 million digital media streamers to ship globally this year although this will be overshadowed the 150 million plus Smart TV market,” David Watkins, director at Strategy Analytics, said.