---
title: "Amazon Fire TV vs Roku: Which is searched more?"
description: "Which is more popular in search, Amazon Fire TV or Roku? Compare estimated monthly branded-search demand and Share of Search inside the Streaming device brands set worldwide. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/streaming-device-brands/compare/amazon-fire-tv-vs-roku"
publisher: "Brandwave"
---

# Amazon Fire TV vs Roku: Which is searched more?

Which is more popular in search, Amazon Fire TV or Roku? Compare estimated monthly branded-search demand and Share of Search inside the Streaming device brands set worldwide. 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.

## Key facts

- **Compared**: Amazon Fire TV and Roku
- **Competitive set**: Streaming device brands
- **Market**: Global
- **Month measured**: Sep 2026
- **Amazon Fire TV Share of Search**: 4.8%
- **Roku Share of Search**: 12.9%

## Which is more popular in search, Amazon Fire TV or Roku?

- 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%.
- 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?

- 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%.

## Month by month

| Month | Amazon Fire TV estimated searches | Amazon Fire TV Share of Search | Amazon Fire TV rank | Roku estimated searches | Roku Share of Search | Roku rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 796K | 6.2% | 4 | 1.8M | 14.2% | 2 |
| Nov 2025 | 1M | 7.6% | 4 | 1.8M | 14% | 2 |
| Dec 2025 | 796K | 6.2% | 4 | 1.8M | 14.3% | 2 |
| Jan 2026 | 851K | 6.7% | 4 | 1.8M | 14.5% | 2 |
| Feb 2026 | 751K | 7.2% | 4 | 1.5M | 14.4% | 2 |
| Mar 2026 | 651K | 5.3% | 4 | 1.8M | 14.9% | 2 |
| Apr 2026 | 615K | 6% | 4 | 1.5M | 14.6% | 2 |
| May 2026 | 560K | 5.3% | 4 | 1.5M | 14.2% | 2 |
| Jun 2026 | 560K | 4.8% | 5 | 1.8M | 15.8% | 2 |
| Jul 2026 | 541K | 4.7% | 5 | 1.8M | 15.9% | 2 |
| Aug 2026 | 585K | 5.4% | 5 | 1.8M | 16.7% | 2 |
| Sep 2026 | 560K | 4.8% | 4 | 1.5M | 12.9% | 2 |

## 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**: Measured on the search terms “amazon fire tv” and “fire tv stick”, summed into one figure.
- **Roku**: Measured on the search term “roku”.

- [Amazon Fire TV profile](/demand/global-en/brands/amazon-fire-tv)
- [Roku profile](/demand/global-en/brands/roku)
- [All streaming device brands worldwide](/demand/global-en/categories/streaming-device-brands): The set both shares are measured inside, 5 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Amazon Fire TV or Roku?

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%.

## Cite this page

Brandwave. "Amazon Fire TV vs Roku: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/streaming-device-brands/compare/amazon-fire-tv-vs-roku

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/streaming-device-brands/compare/amazon-fire-tv-vs-roku. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.