Roku vs Xiaomi:Which is searched more?
In September 2026, Xiaomi had more branded searches than Roku among streaming device brands worldwide. Xiaomi was estimated to have 7.8M branded searches compared to Roku’s 1.5M, and held a 67.1% Share of Search versus Roku’s 12.9%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Roku or Xiaomi?
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 Xiaomi, Roku. 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 Roku and Xiaomi comparison changed over the last 12 months?
3 findings
- Xiaomi was ahead of Roku in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Xiaomi’s estimated Share of Search among streaming device brands worldwide moved from 63.2% to 67.1%, and its estimated monthly branded searches moved from 8.2M to 7.8M.
How did search popularity change for streaming device brands worldwide in September 2026?
2 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%.
Other head-to-heads among streaming device brands
Xiaomi vs Google Chromecast: compare search popularityXiaomi vs Amazon Fire TV: compare search popularity
Xiaomi vs Apple TV 4K: compare search popularity- Roku vs Google Chromecast: compare search popularity
- Roku vs Apple TV 4K: compare search popularity
How each brand is measured
Brandwave collects information about searches that people make online using Roku’s and Xiaomi’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.
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.