The Saratoga company, Roku, debuted a new version of its streaming media player, similar to Google’s $35 Chromecast dongle. In 2012, the company introduced Roku Ready Stick, but the model was available for $100, and worked with limited televisions. TVs with mobile high-definition (MHL) are still known as a specialty item. The Roku Streaming Stick has notable improvements, one being that virtually all TV’s sold today come with an HDMI outlet. This time, the Streaming Stick is available for $50, and should help the company better compete with both Apple TV, and Chromecast; especially if rumors of an Amazon streaming device were to become true, and available.

The familiarity of the Streaming Stick should help bring on the customers. It’s a thumb-sized dongle, shaped quite similar to the Chromecast, and works the exact same way; by plugging into a TV HDMI port, feeding streaming video via Wi-Fi connection. Like the Ready Stick, the Roku platform will be an easy-to-use interface, now with a new option. Screen casting has been a big player in the popularity (and selling point) of the Chromecast, and now Roku’s version will do the same. You may now display media from you mobile device to your television screen using complementary apps.

Although it may be $15 more than its main competitor, a Roku remote is included in that $50 price. Important to note that the new Streaming Stick is limited to casting on two services, Youtube and Netflix. However, Roku has other media partners that are suggesting adding their mobile apps to support the device. The company is “counting on its broader selection of apps to give it an edge with consumers”.

I think Roku decided to release their new dongle with very smart timing, when the market has a particular appeal for streaming television. Google’s Chromecast continues to rank as the second-most popular electronics item sold on Amazon. Roku’s biggest competitor is actually Apple TV, which sold more than 13 million boxes, while Roku has sold only 8 million since its own box launched six years ago. It’s a good thing we live in a time where TV innovators are reaching beyond the size, resolution and model. The wave of streaming services is a good thing, especially when all you have to do is plug it into the side of the screen.