You don't think that the Xbox 360 (with 79.4 million in sales[1]) are a better long term, mass market option than the Apple TV (with 13 million[2])?
Games consoles are not very tech-oriented. The Roku is every bit as tech-oriented as the Apple TV (they're basically the same product by different companies).
I would say the percentage is higher than you think. So much that the Xbox One seems to be designed more like an entertainment system than a gaming console.
I don't game much but I use my Xbox 360 as a glorified streaming device. WMC, Xfinity and Amazon Prime all of them are convenient on 360 especially when compared to Comcast's clunky set top box interface. Ohh did you know Comcast allows me to stream full HD for free on the Xfinity app whereas to do it on their Set Top Box, not only do I have to get a new one, I would have to pay $5 extra per month.
Games consoles are not very tech-oriented. The Roku is every bit as tech-oriented as the Apple TV (they're basically the same product by different companies).
[1] http://en.wikipedia.org/wiki/Xbox_360_sales [2] http://www.theverge.com/2013/5/28/4374480/apple-tv-sales-13-...