The Roku is the most popular streaming video device in the U.S., trumping the Apple TV, according to new data from Parks Associates.

Of the 10,000 people polled by Parks, 37 percent of those with a streaming video media device used the Roku most while 24 percent used Apple TV. Overall, use of these types of devices has doubled since 2011 to 14 percent this year.

Given that smart TVs - particularly 4K/UHD sets - are still rather pricey, it's less risky and more financially feasible to pick up a Roku, Apple TV, or Chromecast, Parks said.

"Innovations such as next-gen game consoles and 4K or ultra-HD TVs will boost unit sales for these devices, but overall, consumers are reluctant to replace these big-ticket items solely for smart upgrades," said Barbara Kraus, director of research at Parks Associates. "As a result, streaming video media devices will have a thriving market because they can offer innovations such as streaming video at low prices. Devices such as Roku's streaming players and Google's Chromecast will benefit from these market conditions."

Parks predicted that sales of connected TV devices will top 330 million per year by 2017, double what is expected this year.

Google jumped into the streaming gadget space recently with the launch of the Chromecast, a dongle that plugs into the HDTV's HDMI port and allows for Netflix, YouTube, and Google Play streaming via iOS, Android, and the PC. At $35, it's a cheaper option than Apple TV or Roku, though at this point, content availability is rather limited.

The Apple TV is also due for an upgrade, though Cupertino has not yet made any announcements. There have been rumors, however, about deals with cable firms, commercial-skipping technology, and perhaps an Apple-made TV set. This week, meanwhile, TV startup Matcha confirmed that it had been purchased by Apple, adding more fuel to the Apple TV fire.

For more, see PCMag's full reviews of Chromecast, Roku 3, and Apple TV.

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