Pay TV operators that have partnered with Roku will probably be doing a double-take at numbers from a recent report showing that Google’s low-cost Chromecast took 35% of the 42 million unit global digital media streamer market in 2015, according to research firm Strategy Analytics.

Based on cumulative shipments of digital media streamers, Apple is still in front with close to 37 million Apple TV units shipped since its launch in 2007. Google’s Chromecast is homing in with 27 million units shipped in just two and a half years. That’s followed by Roku’s Box and Streaming Stick (20 million), and Amazon Fire TV (less than 10 million).

“Google’s puck-sized Chromecast dongle continues to have broad appeal with consumers who favor its mobile-centric approach to content access and control. The device’s portability and low price at just $35 has made it an impulse purchase for many and household ownership of multiple Chromecasts is not uncommon, ” David Watkins, service director, connected home devices, at Strategy Analytics, says. “However, the mobile device is not necessarily the center of the universe for everyone and devices such as Apple TV, Roku and the Amazon Fire TV continue to prove popular with those looking for a more traditional remote-based and UI driven TV experience.”

Ownership of connected TV devices is not restricted to one device over another, adds Chirag Upadhyay, senior analyst at Strategy Analytics Connected Home Devices. “Our research shows that U.S. broadband homes own an average of 2.3 such devices giving them multiple means by which to stream video and audio content to the TV. While some consumers will have a favored method, we find that most households are switching between different devices depending on the user and type of content being consumed,” Upadhyay concludes.