Apple previously described the Apple TV streaming box as just a hobby. If that's true, it's a hobby with some serious potential. New stats reveal the device is the most popular of its kind, despite not being updated since 2012.
The Adobe Digital Index report says the box doubled its viewing share per device from the last quarter of 2014 to the first quarter of 2015, from 5 per cent to 10 per cent. To put that in perspective, Roku only has 8 per cent of premium viewing, and games consoles 2 per cent.
Smart TVs remain quite unpopular, with only 2 per cent.
So what's the most popular device? It's another Apple one: the iPad. Apple's slate counts for 30 per cent of all TV Everywhere content (as it's known to industry types).
According to the report, iOS mobile devices (i.e. iPhone and iPad) account for 47 per cent of all premium video views. Android remains at 15 per cent.
Which is why Apple wants to launch a TV streaming service. However, it's been held up by negotiations with the networks.
The Cupertino company is also said to have a new model of Apple TV up its sleeve, but that too has been held back. It didn't show on the first day of the firm's WWDC conference, and reportedly won't make an appearance all week.