How popular isRoku in search?
In August 2026, there were an estimated 1.8M branded searches for Roku worldwide which held steady over the last 11 months. Roku holds 12% estimated Share of Search among video streaming devices worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Apple TV40.2%
Xiaomi40.2%
Roku12%- Amazon Fire TV3.8%
- Chromecast3%
- Nvidia Shield0.72%
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Which video streaming devices compete with Roku?
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
| Month | Apple TV | Xiaomi | Roku | Amazon Fire TV | Chromecast | Nvidia Shield |
|---|---|---|---|---|---|---|
| Oct 2025 | 31.9% | 47.7% | 11.7% | 5.1% | 2.9% | 0.7% |
| Nov 2025 | 35.9% | 43.9% | 10.7% | 5.9% | 2.6% | 0.97% |
| Dec 2025 | 36.4% | 44.5% | 10.9% | 4.7% | 2.7% | 0.8% |
| Jan 2026 | 31.8% | 47.5% | 11.6% | 5.4% | 2.9% | 0.86% |
| Feb 2026 | 31.5% | 47.2% | 11.6% | 5.8% | 2.8% | 1% |
| Mar 2026 | 32.4% | 48.4% | 11.9% | 4.2% | 2.4% | 0.71% |
| Apr 2026 | 36.5% | 44.7% | 11% | 4.5% | 2.7% | 0.66% |
| May 2026 | 36.6% | 44.8% | 11% | 4.1% | 2.7% | 0.81% |
| Jun 2026 | 35.6% | 43.6% | 13% | 4% | 3.2% | 0.64% |
| Jul 2026 | 35.7% | 43.7% | 13.1% | 3.9% | 2.6% | 0.96% |
| Aug 2026 | 40.2% | 40.2% | 12% | 3.8% | 3% | 0.72% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 40.2% | 6.1M | +22.4% | +4.5 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 40.2% | 6.1M | 0% | -3.5 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 12% | 1.8M | 0% | -1 points | |
| 4, held 4th | 3.8% | 585K | +8.2% | 0 points | |
| 5, held 5th | 3% | 450K | +22.3% | +0.3 points | |
| 6, held 6th | 0.72% | 110K | -18.5% | -0.2 points |
1.
Apple TV40.2%
Moved from 2nd to 1st. 6.1M estimated branded searches, +22.4% vs prior month. Share +4.5 points.
2.
Xiaomi40.2%
Moved from 1st to 2nd. 6.1M estimated branded searches, 0% vs prior month. Share -3.5 points.
3.
Roku12%
Held 3rd. 1.8M estimated branded searches, 0% vs prior month. Share -1 points.
3.8%
Held 4th. 585K estimated branded searches, +8.2% vs prior month. Share 0 points.
3%
Held 5th. 450K estimated branded searches, +22.3% vs prior month. Share +0.3 points.
0.72%
Held 6th. 110K estimated branded searches, -18.5% vs prior month. Share -0.2 points.
Compare search popularity between Roku and its closest rivals
How has branded search demand for Roku changed worldwide over the last 12 months?
2 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Roku worldwide held steady at 1.8M.
- Across the 11 months ending August 2026, Roku’s estimated Share of Search among video streaming devices worldwide peaked at 13.1% in July 2026 and was lowest at 10.7% in November 2025.
How did search popularity change for video streaming devices worldwide in August 2026?
4 changes
In August 2026, Apple TV overtook Xiaomi to take the highest estimated Share of Search among video streaming devices worldwide, at 40.2%.
In August 2026, Xiaomi lost estimated Share of Search among video streaming devices worldwide, from 43.7% to 40.2%.
In August 2026, Roku lost estimated Share of Search among video streaming devices worldwide, from 13.1% to 12%.
Estimated monthly branded searches for Amazon Fire TV worldwide fell 26.5% over 11 measured months, from 796K to 585K in August 2026.
Where does Roku compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Streaming device brands | 4th of 5 | 0.22% | Show ranking |
| Video streaming devices | 3rd of 6 | 12% | Shown above |
| Connected TV advertising platforms | 1st of 5 | 77.4% | Show ranking |
| Connected TV advertising platforms | 1st of 5 | 97.6% | Show ranking |
How is Roku measured?
Brandwave collects information about searches that people make online using Roku’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- roku
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Is Roku your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.