According to fresh data from market research firm Parks Associates, the streaming media device industry shifted in 2014 toward upstart players Google and Amazon, with previous giants Apple and Roku both seeing severe drops in marketshare, reports CNET.

The entire sector is growing, as ten percent of all U.S. households with broadband connections purchased either a set-top streamer or small stick-format device during the first three quarters of 2014. Sales have already reached last year's levels and the lucrative holiday shopping season has not yet been accounted for.

Roku still leads in marketshare and accounts for 29 percent of sales, though that number is down drastically from 2013 when Roku took almost half of the market. Google Chromecast jumped into second place with a 20 percent share, ousting former No. 2 Apple TV, which currently holds 17 percent of the market. Apple shed 9 points from last year, with sales almost entirely going to Google and newcomer Amazon, which itself captured a 10 percent marketshare. 

From the article "Google's Chromecast usurps Apple TV in streaming content device race" by Mikey Campbell.

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