How popular isAmazon Fire TV in search?
In September 2026, there were an estimated 560K branded searches for Amazon Fire TV worldwide which is down 29.6% over the last 12 months. Amazon Fire TV holds 4.8% estimated Share of Search among streaming device brands worldwide and is ranked 4th of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Xiaomi67.1%
Roku12.9%
Google Chromecast10.4%Amazon Fire TV4.8%
Apple TV 4K4.7%
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Which streaming device brands compete with Amazon Fire TV?
Share of Search by month for Xiaomi, Roku, Google Chromecast, Amazon Fire TV, Apple TV 4K. The figures are in the table below the chart.
View monthly share of search table
| Month | Xiaomi | Roku | Google Chromecast | Amazon Fire TV | Apple TV 4K |
|---|---|---|---|---|---|
| Oct 2025 | 63.2% | 14.2% | 12.9% | 6.2% | 3.5% |
| Nov 2025 | 61.2% | 14% | 13% | 7.6% | 4.2% |
| Dec 2025 | 62.7% | 14.3% | 13.3% | 6.2% | 3.5% |
| Jan 2026 | 62.7% | 14.5% | 13.2% | 6.7% | 2.9% |
| Feb 2026 | 62.4% | 14.4% | 13% | 7.2% | 2.9% |
| Mar 2026 | 64.8% | 14.9% | 11.3% | 5.3% | 3.7% |
| Apr 2026 | 63.1% | 14.6% | 13.5% | 6% | 2.9% |
| May 2026 | 61.4% | 14.2% | 13.9% | 5.3% | 5.2% |
| Jun 2026 | 55.6% | 15.8% | 13.2% | 4.8% | 10.6% |
| Jul 2026 | 55.9% | 15.9% | 12.8% | 4.7% | 10.6% |
| Aug 2026 | 58.7% | 16.7% | 13% | 5.4% | 6.2% |
| Sep 2026 | 67.1% | 12.9% | 10.4% | 4.8% | 4.7% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 67.1% | 7.8M | +21.2% | +8.4 points | |
| 2, held 2nd | 12.9% | 1.5M | -18% | -3.8 points | |
| 3, held 3rd | 10.4% | 1.2M | -15.5% | -2.6 points | |
| 4, moved from 5th to 4th | 4.8% | 560K | -4.3% | -0.5 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 4.7% | 550K | -18.3% | -1.4 pointsmoved from 4th to 5th |
1.
Xiaomi67.1%
Held 1st. 7.8M estimated branded searches, +21.2% vs prior month. Share +8.4 points.
2.
Roku12.9%
Held 2nd. 1.5M estimated branded searches, -18% vs prior month. Share -3.8 points.
10.4%
Held 3rd. 1.2M estimated branded searches, -15.5% vs prior month. Share -2.6 points.
4.8%
Moved from 5th to 4th. 560K estimated branded searches, -4.3% vs prior month. Share -0.5 points.
4.7%
Moved from 4th to 5th. 550K estimated branded searches, -18.3% vs prior month. Share -1.4 points.
Compare search popularity between Amazon Fire TV and its closest rivals
Every comparison with Amazon Fire TV
7 comparisons
How has branded search demand for Amazon Fire TV changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Amazon Fire TV worldwide fell from 796K to 560K.
- Across the 12 months ending September 2026, Amazon Fire TV’s estimated Share of Search among streaming device brands worldwide decreased from 6.2% to 4.8%.
- Across the 12 months ending September 2026, Amazon Fire TV’s estimated Share of Search among streaming device brands worldwide peaked at 7.6% in November 2025 and was lowest at 4.7% in July 2026.
How did search popularity change for streaming device brands worldwide in September 2026?
5 changes
In September 2026, Xiaomi gained estimated Share of Search among streaming device brands worldwide, from 58.7% to 67.1%.
In September 2026, Roku lost estimated Share of Search among streaming device brands worldwide, from 16.7% to 12.9%.
In September 2026, Google Chromecast lost estimated Share of Search among streaming device brands worldwide, from 13% to 10.4%.
In September 2026, Apple TV 4K lost estimated Share of Search among streaming device brands worldwide, from 6.2% to 4.7%.
In September 2026, Amazon Fire TV lost estimated Share of Search among streaming device brands worldwide, from 5.4% to 4.8%.
Where does Amazon Fire TV compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Video streaming devices | 4th of 6 | 3.4% | Show ranking |
| Streaming device brands | 4th of 5 | 4.8% | Shown above |
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
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Is Amazon Fire TV your brand?
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