Google’s Chromecast led the global digital media streamer market for the fifth consecutive quarter in Q3, accounting for 35% market share, according to Strategy Analytics.

The research firm’s ‘Global Connected TV Device Vendor Market Share: Q3 2015’ report said that global shipments of digital media steamer devices reached 9.2 million in the third quarter.

Chromecast accounted for most of these sales, while Apple TV took second place with 20% market share, followed by Amazon Fire TV and Roku which were tied at 16% of the market.

Other players in this space cumulatively accounted for 13% of the market.

“Despite the growing penetration of integrated smart TVs, digital media streamers such as Chromecast and Fire TV continue to prove popular with consumers thanks to their low cost and effectiveness at bridging the gap between the Internet and the TV screen,” said David Watkins, service director, Connected Home Devices at Strategy Analytics.

“While the long-term viability of such devices will be threatened by advancements in smart TV technology, they are currently acting as significant components in Apple, Google and Amazon’s fast evolving TV and video ecosystems.”

Strategy Analytics said that worldwide shipments of all connected TV Devices – including smart TVs, Blu-ray players, games consoles and digital media streamers – reached 53 million units in Q3 and are on target to hit 221 million units for the full year, representing 17% growth.

Samsung continued to lead the global smart TV market, accounting for one in four smart TVs in use worldwide.

Smart TVs running Google’s Android TV platform – manufactured by companies including Sony, Sharp and Philips – accounted for an estimated 8-10% share of the overall smart TV market during Q3, according to the research.

In the games console market, Sony shipped more than twice as many devices as Microsoft in the quarter although the Xbox One is expected to close the gap on the PlayStation 4 during Q4 due to attractive bundle options, said Strategy Analytics.

“The growing adoption of connected TV devices in the home proves that the living room TV screen is still the dominant medium for consuming TV and video content. The collective viewing experience cannot be replicated on a smartphone or tablet and so we expect the ‘connected TV screen’ to remain a focal point of homes in the future,” said Chirag Upadhyay, Strategy Analytics’ senior research analyst, Connected Home Devices.