Amazon Fire TV vs Roku:Which is searched more?
In September 2026, Roku had more branded searches than Amazon Fire TV among streaming device brands worldwide. Roku was estimated to have 1.5M branded searches compared to Amazon Fire TV’s 560K, and held a 12.9% Share of Search versus Amazon Fire TV’s 4.8%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Amazon Fire TV or Roku?
Compare the devices people stream television with. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Roku, Amazon Fire TV. 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% |
How has the Amazon Fire TV and Roku comparison changed over the last 12 months?
3 findings
- Roku was ahead of Amazon Fire TV in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amazon Fire TV’s estimated Share of Search among streaming device brands worldwide moved from 6.2% to 4.8%, and its estimated monthly branded searches moved from 796K to 560K.
- Across the 12 months ending September 2026, Roku’s estimated Share of Search among streaming device brands worldwide moved from 14.2% to 12.9%, and its estimated monthly branded searches moved from 1.8M to 1.5M.
How did search popularity change for streaming device brands worldwide in September 2026?
2 changes
In September 2026, Roku lost estimated Share of Search among streaming device brands worldwide, from 16.7% to 12.9%.
In September 2026, Amazon Fire TV lost estimated Share of Search among streaming device brands worldwide, from 5.4% to 4.8%.
Other head-to-heads among streaming device brands
How each brand is measured
Brandwave collects information about searches that people make online using Amazon Fire TV’s and Roku’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Amazon Fire TV
2 branded search terms
- amazon fire tv
- fire tv stick
Roku
1 branded search term
- roku
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.