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Amazon is definitely facing some uphill competition from Google and Roku. The latter announced in September that it has sold more than 10 million streaming devices since 2008, and according to Parks Associates is the most-used streaming device in U.S. homes. And while Google hasn't yet provided details on the number of Chromecast sticks it's sold, its device is available in 18 countries and has been on the market for more than a year.