Brandwave

How popular isAmazon Fire TV Stick?

In September 2026, people searched for Amazon Fire TV Stick by name about 560,000 times worldwide, a 29.6% decrease from the previous year. These searches made up 21.1% of all global streaming device brand searches, placing Amazon Fire TV Stick second out of six brands. When we asked both ChatGPT and Google AI Overviews about streaming device brands, Amazon Fire TV Stick appeared in all answers and was the second most recommended of the six.

Search and AI answers in September 2026

Amazon Fire TV Stick is the second most searched of 6 competitors and the second most recommended in AI answers.

  1. Google ChromecastShare of searches 45.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. Amazon Fire TV StickShare of searches 21.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. Apple TV 4KShare of searches 20.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. XiaomiShare of searches 7.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Nvidia ShieldShare of searches 5.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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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 appeared in all five answers. Amazon Fire TV Stick is the second most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Roku1st
  2. Amazon Fire TV Stick2nd
  3. Apple TV 4K3rd
  4. Google Chromecast4th
  5. Nvidia Shield5th
  6. Xiaomi–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Amazon Fire TV Stick5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple TV 4K5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Roku5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Google Chromecast3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nvidia Shield1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Xiaomi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about streaming device brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Which streaming device brands compete with Amazon Fire TV Stick?

Amazon Fire TV Stick against streaming device brands worldwide, by month

Share of searches by month for Google Chromecast, Amazon Fire TV Stick, Apple TV 4K, Xiaomi, Nvidia Shield. The figures are in the table below the chart.

View monthly share of searches table
MonthGoogle ChromecastAmazon Fire TV StickApple TV 4KXiaomiNvidia ShieldRoku
Oct 202552.1%24.9%14.1%4.4%3.4%1%
Nov 202547.1%27.7%15.2%4.5%4.6%0.92%
Dec 202551.7%24.2%13.7%5.4%4.1%1%
Jan 202651.4%26.3%11.4%5.9%4.2%0.84%
Feb 202649.8%27.6%11.1%5.8%5%0.82%
Mar 202649.9%23.5%16.2%5.8%4%0.65%
Apr 202654%24%11.7%6.1%3.5%0.71%
May 202651.1%19.5%19.2%5.6%3.8%0.77%
Jun 202642.1%15.5%33.8%5.3%2.5%0.75%
Jul 202641.2%15.2%34.3%4.8%3.8%0.62%
Aug 202647.2%19.4%22.3%6.7%3.7%0.74%
Sep 202645.1%21.1%20.7%7.4%5.1%0.68%

  1. 1.Google Chromecast

    45.1%

    Held 1st. 1.2M estimated branded searches, -15.5% vs prior month. Share -2 points.

  2. 2.Amazon Fire TV Stick

    21.1%

    Moved from 3rd to 2nd. 560K estimated branded searches, -4.3% vs prior month. Share +1.6 points.

  3. 3.Apple TV 4K

    20.7%

    Moved from 2nd to 3rd. 550K estimated branded searches, -18.3% vs prior month. Share -1.7 points.

  4. 4.Xiaomi

    7.4%

    Held 4th. 196K estimated branded searches, -2.4% vs prior month. Share +0.7 points.

  5. 5.Nvidia Shield

    5.1%

    Held 5th. 135K estimated branded searches, +22.7% vs prior month. Share +1.4 points.

  6. 6.Roku

    0.68%

    Held 6th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.1 points.

Xiaomi and Roku sell other things too, so only their searches that name this product count here, like “xiaomi mi box”.

Compare popularity between Amazon Fire TV Stick and its closest rivals

Every comparison with Amazon Fire TV Stick

5 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Amazon Fire TV Stick worldwide fell from 796K to 560K.
  • Across the 12 months ending September 2026, Amazon Fire TV Stick’s share of searches among streaming device brands worldwide decreased from 24.9% to 21.1%.
  • Across the 12 months ending September 2026, Amazon Fire TV Stick’s share of searches among streaming device brands worldwide peaked at 27.7% in November 2025 and was lowest at 15.2% in July 2026.

How did search popularity change for streaming device brands worldwide in September 2026?

6 changes

  1. In September 2026, Amazon Fire TV Stick overtook Apple TV 4K to rank 2nd among streaming device brands worldwide, with 21.1% of the searches.

  2. In September 2026, Nvidia Shield gained share of searches among streaming device brands worldwide, from 3.7% to 5.1%.

  3. In September 2026, Xiaomi gained share of searches among streaming device brands worldwide, from 6.7% to 7.4%.

  4. In September 2026, Google Chromecast lost share of searches among streaming device brands worldwide, from 47.2% to 45.1%.

  5. In September 2026, Apple TV 4K lost share of searches among streaming device brands worldwide, from 22.3% to 20.7%.

  6. Estimated monthly branded searches for Roku worldwide fell 45.3% over 12 measured months, from 33.1K to 18.1K in September 2026.

How are Amazon Fire TV Stick’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Amazon Fire TV Stick’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.

  • amazon fire tv
  • fire tv stick

How the Brand Demand Index is measured

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

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