Will you be watching TV coverage as the year changes on your Apple TV? If you do you won’t be alone as there’s strong evidence to suggest the set top box was a big gift in the company cracker this year.

36% Christmas

AppLovin claims Apple TV use climbed 44 percent across Christmas. Not only this but it appears tens of thousands of these things may have been given and received as gifts. “Between December 24th and 26th alone, usage grew by 36 percent,” AppLovin explains.

(I’m not clear if that figure suggests 36 percent increase in comparison to overall Apple TV market share, which I see as around 25 million or more, or specific to the 4G model. I’ve dropped the company a line to request clarification.)

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