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Roku, however, often refers to research that indicates its boxes are used more than rivals' if they're not sold more than them. Roku noted an study conducted on its that behalf by researcher NPD that found Roku accounted for 37 million hours of video streamed per week, versus Apple TV's 15 million, Chromecast's 12 million, and Amazon Fire TV's at 6 million hours. A recent Parks Associates also found Roku is used more regularly than rivals like Apple TV.