Brandwave

How popular isAmazon Fire TV in search?

In August 2026, there were an estimated 585K branded searches for Amazon Fire TV worldwide which is down 26.5% over the last 11 months. Amazon Fire TV holds 3.8% estimated Share of Search among video streaming devices worldwide and is ranked 4th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Apple TV40.2%
  2. Xiaomi40.2%
  3. Roku12%
  4. Amazon Fire TV3.8%
  5. Chromecast3%
  6. Nvidia Shield0.72%
Amazon Fire TV website (opens in a new tab)

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Which video streaming devices compete with Amazon Fire TV?

Amazon Fire TV against video streaming devices worldwide, by month

Share of Search by month for Apple TV, Xiaomi, Roku, Amazon Fire TV, Chromecast. The figures are in the table below the chart.

View monthly share of search table
MonthApple TVXiaomiRokuAmazon Fire TVChromecastNvidia Shield
Oct 202531.9%47.7%11.7%5.1%2.9%0.7%
Nov 202535.9%43.9%10.7%5.9%2.6%0.97%
Dec 202536.4%44.5%10.9%4.7%2.7%0.8%
Jan 202631.8%47.5%11.6%5.4%2.9%0.86%
Feb 202631.5%47.2%11.6%5.8%2.8%1%
Mar 202632.4%48.4%11.9%4.2%2.4%0.71%
Apr 202636.5%44.7%11%4.5%2.7%0.66%
May 202636.6%44.8%11%4.1%2.7%0.81%
Jun 202635.6%43.6%13%4%3.2%0.64%
Jul 202635.7%43.7%13.1%3.9%2.6%0.96%
Aug 202640.2%40.2%12%3.8%3%0.72%
Sep 2026——————

  1. 1.Apple TV

    40.2%

    Moved from 2nd to 1st. 6.1M estimated branded searches, +22.4% vs prior month. Share +4.5 points.

  2. 2.Xiaomi

    40.2%

    Moved from 1st to 2nd. 6.1M estimated branded searches, 0% vs prior month. Share -3.5 points.

  3. 3.Roku

    12%

    Held 3rd. 1.8M estimated branded searches, 0% vs prior month. Share -1 points.

  4. 4.Amazon Fire TV

    3.8%

    Held 4th. 585K estimated branded searches, +8.2% vs prior month. Share 0 points.

  5. 5.Chromecast

    3%

    Held 5th. 450K estimated branded searches, +22.3% vs prior month. Share +0.3 points.

  6. 6.Nvidia Shield

    0.72%

    Held 6th. 110K estimated branded searches, -18.5% vs prior month. Share -0.2 points.

Compare search popularity between Amazon Fire TV and its closest rivals

How has branded search demand for Amazon Fire TV changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Amazon Fire TV worldwide fell from 796K to 585K.
  • Across the 11 months ending August 2026, Amazon Fire TV’s estimated Share of Search among video streaming devices worldwide decreased from 5.1% to 3.8%.
  • Across the 11 months ending August 2026, Amazon Fire TV’s estimated Share of Search among video streaming devices worldwide peaked at 5.9% in November 2025 and was lowest at 3.8% in August 2026.

How did search popularity change for video streaming devices worldwide in August 2026?

  1. In August 2026, Apple TV overtook Xiaomi to take the highest estimated Share of Search among video streaming devices worldwide, at 40.2%.

  2. In August 2026, Xiaomi lost estimated Share of Search among video streaming devices worldwide, from 43.7% to 40.2%.

  3. In August 2026, Roku lost estimated Share of Search among video streaming devices worldwide, from 13.1% to 12%.

  4. Estimated monthly branded searches for Amazon Fire TV worldwide fell 26.5% over 11 measured months, from 796K to 585K in August 2026.

How is Amazon Fire TV measured?

Brandwave collects information about searches that people make online using Amazon Fire TV’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

2 branded search terms

  • amazon fire tv
  • fire tv stick

Do you work for Amazon Fire TV? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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