Reports from European retailers show that Google’s streaming stick has been selling well since it launched two weeks ago. Some say that the device has generated demand that compares to Apple’s iPad.

Google hasn’t released any firm Chromecast sales numbers, but some of the retailers that Google has been partnering with have been a bit more open. Dixons Retail, owner of the UK electronics store chain Currys, revealed a few days ago that it sold a Chromecast every 4.5 seconds on launch day. The chain briefly sold out in some stores on launch day, and said it said it was “one of the most successful launch days, both online and in-store, in recent years,” comparing it to the introduction of the iPad.

Norway’s Elkjøp chain has also seen strong sales, forcing it to order a second batch of 40,000 additional devices a few days after launch to keep up with demand that a spokesperson called “second to none.”

Google underestimated the success of Chromecast when it first introduced the device in the US last summer (or deliberately made the device available in small numbers to create demand), where availability was poor for weeks after launch.

Categories: Articles, Equipment, OTT, OTT