Apple (News - Alert) really isn’t used to losing the gadget wars. One market it has had a hard time capturing is the over-the-top (OTT) market. In this particular battle, it is Roku that seems to be coming out on top. In fact, the smaller and lesser-known company when it comes to casual gadget-philes just hit a rather impressive milestone. The company has now sold more than 10 million of its streaming players since the device first launched in 2008.

The sales number seems to underline that Roku is the king of the hill, when it comes to streaming boxes. The continued expansion of applications that will play on the service, as well as new features, such as the ability to actually play video games is making the streaming content box even more popular.

Roku is also launching services such as the Roku Powered program. This service allows television programming providers access to the technology that makes Roku great so they can deliver entertainment programs to Pay TV providers outside the United States. This kind of offering is exactly why the set top box company continues to succeed at a high rate.

The massive number of channels Roku boxes can now offer. The company says it now has 1,800 channels it can stream through its various boxes. This is roughly 1,000 more than any other streaming player offers. Considering just how much people love to stream content (to the tune of 5 billion hours since 2008) that many channels is another recipe for success. The love for streaming content is only increasing and most industry insiders believe there will be more than 3 billion hours in 2014 alone.

It’s important to note that while Roku is considered the king of the set-top boxes, it actually has smaller sales numbers than the Apple TV. The Cupertino-based company recently announced it has sold 20 million units since it was first launched. The secret to Roku’s success is just how quickly its sales numbers are increasing.