At the Google Breakfast event on Wednesday, Google announced that it would be pushing its newest device, Chromecast, into living rooms.

Chromecast is being touted as an “HDMI streaming media player” and looks like a fancy flash-drive—it fits into the HDMI port of a television and is controlled by the user’s mobile device, where apps, versus the remote, are the interface.

On Wednesday it went on sale for $35 on BestBuy.com, Amazon.com and the Google Play online store. It’s compatible with Android software, as well as iPhones and iPads.

We have a multiplatform approach… and we go where the users are,” said Google’s chief of Chrome and Android, Sundar Pichai, adding that despite the device’s lower price-pint, they’ll still make a profit.

Chromecast allows users to stream content directly to their television sets. Apps initially supported include YouTube, Netflix (under current promotion, purchase of the Chromecast includes a free three-month subscription) and Pandora. As Chromecast gains more traction, more apps are to be expected to join the list. Another feature currently in beta testing is the abilitiy to stream via the web using the Chrome browser.

Early reviews of the product are mostly positive: “the low-powered, affordable, plug-and-play HDMI Chromecast dongle could be a ferocious hit,” wrote CNET. “Pre-orders already have had their shipping dates pushed back, and we know that a system update is in the offing.”

This wouldn’t be the first time that Google has attempted to forge itself into the world of television. In 2010, the search giant released Google TV, which failed to meet user expectations due to its lack of usability. Too many buttons, a plethora of error messages and dialoge boxes didn’t make for a good user experience.

Google TV is moving forward in a major way,” Sundar Pichai told CNET after the company’s Chromecast announcement.