Brandwave

How popular isXiaomi in search?

In August 2026, there were an estimated 6.1M branded searches for Xiaomi worldwide which is down 18.2% over the last 11 months. Xiaomi holds 40.2% estimated Share of Search among video streaming devices worldwide and is ranked 2nd 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%
Xiaomi website (opens in a new tab)

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Which video streaming devices compete with Xiaomi?

Xiaomi 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 Xiaomi and its closest rivals

How has branded search demand for Xiaomi changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Xiaomi worldwide fell from 7.5M to 6.1M.
  • Across the 11 months ending August 2026, Xiaomi’s estimated Share of Search among video streaming devices worldwide decreased from 47.7% to 40.2%.
  • Across the 11 months ending August 2026, Xiaomi’s estimated Share of Search among video streaming devices worldwide peaked at 48.4% in March 2026 and was lowest at 40.2% in August 2026.
  • Across the 11 months ending August 2026, Xiaomi fell from 1st to 2nd among video streaming devices worldwide.

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.

Where does Xiaomi compete?

Xiaomi is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Streaming device brands3rd of 50.73%Show ranking
Smartphone brands3rd of 51.4%Show ranking
Video streaming devices2nd of 640.2%Shown above
Fan brands2nd of 544.9%Show ranking
Desk lamp brands2nd of 645.4%Show ranking

How is Xiaomi measured?

Brandwave collects information about searches that people make online using Xiaomi’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

  • xiaomi

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How the Brand Demand Index is measured

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