According to Conviva, a streaming media intelligence company, the Apple TV’s share of viewing hours of the connected devices market was up 129% in the second quarter (Q2). Apple’s set-top box has 10% of the market.

It still has a long way to go to catch up with the competition, however. Overall, the connected TV market was up 143% in viewing hours. This was largely driven by Roku with 173% growth and an overall 43% share of connected TV viewing. Amazon Fire TV was up 145% in viewing with an 18% share. Apple TV was up 129% to account for a 10% share.

Conviva says viewing hours grew 130% year over year while streaming quality improved dramatically. The research group says that ad buffering is a direct threat to content engagement with little viewer tolerance for ad quality issues. Streaming ad length averaged 24.87 seconds in Q2 despite a dramatic 70%+ increase in audience abandonment during 20+ second spots as compared to those who abandon during 10 second spots.