Google is expected to debut at least one small set-top box during its developer conference today, June 25, according to a report by the Wall Street Journal.

The internet search browser company designed the device to compete with Roku, Apple Inc's Apple TV, and Amazon's Fire TV.

The set-top box is expected to be powered by Google's new Android TV software designed to play games, movies, and other content on the TV.

Google's device will carry another company's brand name however, according to the Journal.

The company has not commented yet on the news.

Tech companies like Apple and Microsoft are all competing for space on the TV, which is where people used to spend more of their free time before the introduction of the tablet and smartphone.

Sales of devices that plug into televisions, and play content like videos and music, are expected to rise to 330 million units by 2017, according to CNET.com.

In April, Amazon introduced its $99 video streaming "Fire TV" device which it designed for video and game streaming.

Amazon has high hopes that the device can boost its main online retail business over the long term.

Back in 2012, Google sold its set-top TV box maker Motorola Home to Arris Group for approximately $2.35 billion.

Google's I/O developer conference is being held in San Francisco. Other devices expected to be on hand includes new Android Wear smartwatches from partners like LG and Samsung, according to CNET.com.

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