Apple has announced that sales of its $99/£99 Apple TV second-generation box are set to reach one million units by the end of this week.
The Cupertino based tech-giant has released a statement claiming that "users are now renting and purchasing over 400,000 TV episodes and over 150,000 movies per day".
A great success, or paltry numbers compared to Apple's other devices? We'll leave you to make your minds up on that one.
What is clear is that the web-powered media box market is experiencing a boom - with Roku stating that sales of its devices have doubled since Apple TV launched.
Roku's CEO Anthony Wood told Business Insider that Apple's high-profile launch led to more attention being focused upon the category.
Roku is expected to hit the 1 million figure itself before 2010 closes its doors, with its three devices all performing well on Amazon in the lead up to Christmas.
2011 looks set to be a big year for internet video on demand devices, with Google TV (surely) bound to get stronger, YouView on the horizon and more devices like the Boxee Box arriving in UK shops.
Are you an IPTV user? If so, what box sits under your TV? Let us know using the comments below.