Amazon is on a heck of a roll. Last week it confirmed that it had sold over 100 million Alexa devices and earlier this week it revealed it has received over one million pre orders for Echo Auto. Now, the company has revealed the Amazon Fire TV has over 30 million users.

Amazon Fire TV is its streaming player that gives users access to Prime Video and other popular streaming services like Netflix and Hulu. It’s relatively affordable at $39.99, and the strong Amazon brand has likely pushed its sales even further.

Head of Fire TV Marc Whitten revealed the impressive 30 million figure in an interview with CNET. Whitten said that number may actually be even bigger as the final numbers for the robust holiday season have not been taken into account.

On the other side of the coin, Amazon Fire TV’s biggest competitor, Roku, has over 27 million active accounts.

Looking at the success of Amazon Fire TV, it highlights Apple’s struggles to truly break out with Apple TV. As such, it teamed up with some of its biggest competitors to add AirPlay 2 to third-party TVs. But that will never quite reach the impact of what a truly affordable streaming player is able to as Amazon (and Roku) has proven.