It would be dead in the water, unless it had some MAJOR gimmick/feature. Roku and Fire TV are too advanced and have too many content deals. Maybe Cortana could be a draw, I don't know. I wouldn't be surprised if Apple TV brought Siri to the next Generation update. I still don't think Cortana would be enough.
This is just my opinion. This is an area where you don't want a ton of competitors. Just enough to keep innovation coming. The more choices content providers have to make special deals with and exclusive content, just hurts the consumer. You don't want to have to buy +3 boxes just to get all the content you want.
Just buy a Roku and/or Fire TV. They are dirt cheap at entry level. No waiting for the platform to grow, or hope one day it will... Casting/mirroring works fine on both, as well.
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Just as with any other device, no matter where you go; you may run into specific exclusive services or channels, can't be helped.
How about an intel pc stick with plex on it or something? Does that count?
... Media server (like Plex) is nicer, but a lot of work to keep refreshed with content ...
The Miracast type of device that lets you broadcast anything from your phone or PC is the current cheap and flexible offering.
Or you have the Xbox One it is a nice integrated media player and even TV channel manager. And also has Netflix etc. on it.