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Roku-based streaming devices accounted for more than 30% of U.S. sales of connected TV devices in the first three months of 2019, bolstering Roku’s lead in streaming TV platforms, according to new research from Strategy Analytics.

With more than 41 million Roku-based devices in use, including media streamers and Roku-based smart TVs, Roku has a 36% lead over Sony PlayStation, the second strongest platform.

The Newton, MA-based market research firm pegs Roku’s share of media streaming devices at 15.2% and expects its lead over Sony to stretch to 70% by the end of the year due to rapidly growing sales of Roku-based smart TVs from the Chinese brand TCL, and 10 smaller brands, including Hisense, JVC, and RCA.

Noting that the smart TV market experienced record growth early this year, David Mercer, principal analyst at Strategy Analytics, said: “Roku is set to become the U.S.’s top smart TV platform this year in terms of sales share, and Google and Amazon clearly have their work cut out to stay in touch with the market leader.”

In other findings, the report said Amazon’s Fire TV and Samsung’s Tizen were the second and third “most sold streaming TV platforms” after Roku in the first three months of 2019, with respective sales of 12% and 11%. Google’s Android TV and Chromecast platforms came in fourth with 9% of sales.

By the end of the year, Strategy Analytics predicts that more than 52 million Roku-powered devices will be in use, accounting for 18% of all connected media devices.

“Roku had another strong quarter in Q1 and continues to hold a commanding lead in streaming media platforms in spite of Amazon’s growing influence in the living room,” observed report author David Watkins, who cited an extensive content offering and affordable hardware with a comprehensive search function and intuitive user interface as key factors of its success.

“Roku has managed to establish itself as a highly respected and trusted brand in the U.S. with no perceived hidden agenda when it comes to promoting content on its platform.”