Google’s diminutive and cheap Chromecast is making strong headway against its competitors according to a report today by Parks Associates. Priced at $35 but now going for just over $20, the dongle, which is controlled by Apps on iOS and Android devices rather than a traditional remote has passed the almost forgotten Apple TV and is closing in on the king of streamers, the Roku.  Roku and AppleTV represented two thirds of the market last year but with entrants like Chromecast and Amazon’s Fire TV/Stick, the two dropped to around half the market.

The research finds Roku is still the leading brand with 29% of sales, but Google Chromecast (20%) has supplanted Apple TV (17%) in second place. New entrant Amazon Fire TV is in fourth place with 10%. Consumer content choices are also increasing, with Showtime and Sony planning to launch their own OTT video services to compete with Netflix and HBO.

“Nearly 50% of video content that U.S. consumers watch on a TV set is non-linear, up from 38% in 2010, and it is already the majority for people 18-44,” said Barbara Kraus, Director, Research, Parks Associates. “The market is changing rapidly to account for these new digital media habits. Roku now offers a streaming stick, and Amazon’s Fire TV streaming stick leaves Apple as the only top player without a stick product in the streaming media device category.”

Sticks are where it is at it would seem. Conversely, Google’s Nexus Player, introduced in October, has yet to make a blip but it might also show up in results next year.