Roku passed a big milestone today as the company announced that it has now sold over 10 million of its set-top box and HDMI streaming stick devices to U.S. consumers.
While the Apple TV and Amazon Fire TV are somewhat flashier than the Roku (they're both sold by giant technology companies with ties to media), the Roku grabs more attention from streaming fans. Citing data from market research group NPD, Roku said people use its set-top boxes to stream 37 hours of content per week on average, compared to just 15 hours per week on the Apple TV and 12 on Google's Chromecast. (As someone who owns all of these set-top boxes, I can attest to the fact that my Apple TV is collecting dust while I use my Roku constantly.)
The announcement means Roku has sold over 2 million devices this year so far, after starting 2014 with a total of 8 million devices sold. The company could also end up boosting the rate of its U.S. sales if its new cable box replacement strategy proves successful. Roku did not, however, reveal sales figures for its growing international business.
It'll be interesting to see how Roku fares in the coming years, especially if we ever get that revolutionary TV device Tim Cook spoke about recently.