And one of the most popular of these 'other' manufacturers is Roku, which recently had the branding for its upcoming range of new hardware leaked by something called Zatz Not Funny.
Not content with revealing just the branding however, Zatz has now gone and unveiled photos of Roku's entire new line of streaming boxes – and things are looking pretty much as you'd expect.
Related: Roku 3 review
First up are the new Roku Express and Roku Express Plus, which will replace the current Roku 1 and come with a new slimmed down design.
There's no word on what the difference between the two boxes is just yet, however.
Next, replacing the Roku 2 and 3, come the Roku Premiere and Roku Premiere+ which look a lot more like a standard Roku design.
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In fact, they closely resemble the Roku 4 and according to Zatz "may" come with 4K capabilities.
The Roku Premiere differs from the more capable Premiere+, which comes with Ethernet and microSD ports.
Zatz also says both models will come with High Dynamic Range support – a technology which allows for brighter whites, more natural colours, and more detailed images when used with an HDR-capable TV.
Related: What is HDR?
That adds a big future-proofing element which makes the Premiere and Premiere+ both very tempting offerings.
And of course, we expect both to support 4K streaming, as well as the usual Full HD support.
Finally, there's the new Roku Ultra, which takes the place of the current Roku 4 and also allegedly comes with HDR support, coming in the same casing as the Premiere+.
However, the Ultra also sports a remote control finder button and optical audio out port for those looking to add a little audio enhancement to their streaming experience.
It may also be the only model to come with a USB port so you can watch your saved content, and possible motion-control gaming remote support.
Zatz expects pricing and release dates to be announced within the next few weeks, so stay tuned for more on Roku's new hardware.
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Let us know what you think of the new Roku lineup in the comments.