Amazon Fire TV Stick vs Roku:Which is more popular?
In September 2026, Amazon Fire TV Stick had more branded searches than Roku among streaming device brands in Australia. Amazon Fire TV Stick had about 15,000 branded searches, while Roku had 5,400. Amazon Fire TV Stick made up 9.8% of all streaming device brand searches we track, and Roku accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about streaming device brands, Amazon Fire TV Stick appeared in four of the five answers and Roku in one. Amazon Fire TV Stick was mentioned before Roku in every answer.
Who do people search for more?
Amazon Fire TV Stick, about 3 searches for every 1 for Roku
Who does AI mention more?
Amazon Fire TV Stick, mentioned in 4 of 5 answers, Roku in 1
Who does AI recommend more?
Amazon Fire TV Stick, named ahead of Roku in every answer
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Top streaming device brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Amazon Fire TV Stick was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Roku was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Amazon Fire TV Stick was listed before Roku in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Amazon Fire TV Stick1st
Apple TV 4K2nd
Google Chromecast3rd
Nvidia Shield4th
Hubbl5th
Fetch6th
Roku7th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Apple TV 4K4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Amazon Fire TV Stick4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Google Chromecast3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Hubbl1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Fetch1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Nvidia Shield1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Roku1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about streaming device brands
5 answers
Asked ChatGPT
“Which streaming device should I buy for my TV in Australia?”
Asked ChatGPT
“What are the best TV streaming devices in Australia?”
Asked ChatGPT
“What's the best streaming stick for an older TV?”
Searched Google, AI Overview
“streaming device”
Searched Google, AI Overview
“media player”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Amazon Fire TV Stick or Roku more popular in search?
This chart shows how often people search Google for Amazon Fire TV Stick and Roku by name. Each line represents a brand's share of searches for all seven streaming device brands we track, month by month, from searches in Australia.
Share of searches by month for Amazon Fire TV Stick, Roku. The figures are in the table below the chart.
View monthly share of searches table
| Month | Google Chromecast | Hubbl | Apple TV 4K | Amazon Fire TV Stick | Fetch | Nvidia Shield | Roku |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 42% | 24.1% | 7.2% | 9.4% | 10.8% | 2.6% | 3.9% |
| Nov 2025 | 42.7% | 23% | 10.3% | 8.9% | 8.4% | 3.1% | 3.7% |
| Dec 2025 | 47.6% | 21.7% | 6.5% | 9.9% | 7.9% | 2.9% | 3.5% |
| Jan 2026 | 44.3% | 24.7% | 6% | 9.2% | 9% | 2.7% | 4% |
| Feb 2026 | 38.9% | 33.4% | 5.5% | 8% | 8.2% | 2.4% | 3.6% |
| Mar 2026 | 35.3% | 36% | 8.8% | 7.3% | 7.2% | 2.1% | 3.2% |
| Apr 2026 | 46.8% | 21.3% | 6.4% | 7.9% | 9.5% | 2.8% | 5.2% |
| May 2026 | 46.7% | 15.3% | 15.3% | 8.2% | 8.4% | 2.5% | 3.7% |
| Jun 2026 | 39.9% | 12.4% | 27.6% | 6.8% | 6.7% | 2% | 4.5% |
| Jul 2026 | 39.1% | 12.8% | 28.6% | 7.4% | 5.7% | 3.1% | 3.1% |
| Aug 2026 | 42.8% | 16% | 19.5% | 8.8% | 7.1% | 2.6% | 3.2% |
| Sep 2026 | 47.3% | 14.5% | 11.8% | 9.8% | 9.6% | 3.5% | 3.5% |
How has the Amazon Fire TV Stick and Roku comparison changed over the last 12 months?
3 findings
- Amazon Fire TV Stick was ahead of Roku in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amazon Fire TV Stick’s share of searches among streaming device brands in Australia moved from 9.4% to 9.8%, and its estimated monthly branded searches moved from 15.7K to 15K.
- Across the 12 months ending September 2026, Roku’s share of searches among streaming device brands in Australia moved from 3.9% to 3.5%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
How did search popularity change for Australia streaming device brands in September 2026?
3 changes
In September 2026, Nvidia Shield overtook Roku to rank 6th among streaming device brands in Australia, with 3.5% of the searches.
In September 2026, Amazon Fire TV Stick gained share of searches among streaming device brands in Australia, from 8.8% to 9.8%.
Estimated monthly branded searches for Roku in Australia fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Amazon Fire TV Stick’s and Roku’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Amazon Fire TV Stick
2 branded search terms
- amazon fire stick
- fire tv stick
Roku
1 branded search term
- roku
Other head-to-heads among streaming device brands
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