Amazon's Fire TV set-top box outsold Apple TV in the last year, according to figures from Parks Associates.
In the US, Roku, Google, Amazon and Apple account for a whopping 86 per cent of the entire streaming market.
Roku is top, with a 34 per cent market share, while Google's Chromecast notched up 24 per cent.
Apple was third, but has been overtaken by the Amazon Fire TV set-top box.
However, it's hardly a fair comparison. Apple TV hasn't been refreshed since 2013, which is an age in terms of technology.
Apple is also rumoured to launch a new model next month. It's been whispered about for some time, which will have put people off buying the existing model.
While Amazon might have outsold Apple in the last year, the Apple TV is used more often. Owners of the device used the Apple TV 17 per cent of the time, compared to 14 per cent for the Amazon Fire TV. Roku came top with 37 per cent, and Google Chromecast second with 19 per cent.
The new Apple TV is expected to launch next month, alongside the new iPhone.
t's rumoured to have Siri – Apple's personal assistant – for voice control, an App Store stocked with third-party apps and a bigger remote control.