Roku, the pioneer of streaming on TV, passed 90 million streaming households in the first week of January, a milestone, it said, as streaming becomes the leading way to watch TV.

Roku reached more than 90 million streaming households in the first week of the new year. For the third quarter, tech giant Roku reported streaming households of 85.5 million. According to Roku’s Tuesday announcement,

This update comes after free ad-supported streaming platform Tubi, a competitor of the Roku Channel, released monthly active user numbers Monday, reporting 97 million monthly active users. Samsung’s FAST service, TV Samsung Plus, announced 88 million monthly active users as of the end of October.

The company is not revealing monthly active users for its Roku Channel streaming service, but Nielsen data has good news for it there, too. The continued dominance of Roku as a streaming device manufacturer is impressive.