Roku is the top streaming media player device in the U.S., and its growth is only increasing. According to the latest industry report from market intelligence firm Parks Associates, 37 percent of streaming devices in U.S. households are Roku devices, as of the first quarter of this year. That's up from 30 percent in the same quarter last year, the report notes. TechCrunch reports: The growth is coming at the expense of Roku's top competitors, like Apple and Google, with only Amazon's Fire TV able to increase its install base during the same timeframe. Fire TV devices are in 24 percent of U.S. households, as of Q1 2017, up from 16 percent last year. That climb allowed Amazon to snag the second position from Google's Chromecast, which has an 18 percent share. Lagging behind, Apple TV's market share fell to 15 percent -- a drop that Parks Associates Senior Analyst Glenn Hower attributes to Apple TV's price point. Roku last fall overhauled its line of streaming players with the intention of plugging every hole in the market. That strategy is seemingly paying off. There's now a Roku device to meet any consumer's needs -- whether that's an entry-level, portable and affordable "stick," to rival the Fire TV Stick or the Chromecast dongle, or a high-end player with 4K and HDR support, lots of ports, voice search remote, and other premium bells and whistles.