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Apple’s streaming set-top box, the Apple TV, accounts for nearly a third of all connected televisions, according to a new report from Strategy Analytics.

The Apple TV allows owners to stream television shows and movies purchased through the iTunes store via a high-definition TV set. It also give people access to Netflix, YouTube and Vimeo as well as a ton of podcasts. The device competes with Roku, the Boxee Box and various Google TV-enabled set-top boxes.

The findings, if accurate, show that Apple TVs make up about 4 million of the 12 million total set-top box units sold worldwide in 2011. That’s a bit surprising for a company that primarily focuses its advertising efforts on computers, tablets and smartphones. Apple hasn’t launched a large marketing effort to push the device in the same way it has with the iPhone and the iPad.

The report also finds that eight percent of all U.S. households (and seven percent of European households) own a set-top box.

One of the biggest reasons for the Apple TV’s success is its $99 price point, which is comparable with Roku’s best model and is cheaper than models from other competitors.

The other reason, which isn’t mentioned, is the brand loyalty among Apple customers. Apple is undoubtedly aware of this, which is why it’s added integration features into the Apple TV’s latest software. In addition to sharing your iTunes library of content on the Apple TV, you can now share screens on both the iPad and iPhone.

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