---
title: "Video streaming devices: Which brands are most popular in search?"
description: "Compare the video streaming devices people buy. Share of Search among Apple TV, Xiaomi, Roku, Amazon Fire TV, Chromecast and Nvidia Shield, the video streaming devices Brandwave compares worldwide, using the same methodology, market, and reporting period. 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/video-streaming-devices"
publisher: "Brandwave"
---

# Video streaming devices: Which brands are most popular in search?

Compare the video streaming devices people buy. Share of Search among Apple TV, Xiaomi, Roku, Amazon Fire TV, Chromecast and Nvidia Shield, the video streaming devices Brandwave compares worldwide, using the same methodology, market, and reporting period. 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

- **Competitive set**: Video streaming devices
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Apple TV, 40.2%

## Which brand is most popular in search among video streaming devices worldwide?

- Apple TV and Xiaomi share the highest estimated Share of Search among video streaming devices worldwide, at 40.2% in August 2026.
- Across the 11 months ending August 2026, Apple TV’s estimated Share of Search among video streaming devices worldwide increased from 31.9% to 40.2%.
- 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, Amazon Fire TV’s estimated Share of Search among video streaming devices worldwide decreased from 5.1% to 3.8%.
- Across the 11 months ending August 2026, Apple TV’s estimated Share of Search among video streaming devices worldwide peaked at 40.2% in August 2026 and was lowest at 31.5% in February 2026.
- 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, 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.
- Across the 11 months ending August 2026, Amazon Fire TV’s estimated Share of Search among video streaming devices worldwide peaked at 5.9% in November 2025 and was lowest at 3.8% in August 2026.
- Across the 11 months ending August 2026, Apple TV rose from 2nd to 1st among video streaming devices worldwide.
- Across the 11 months ending August 2026, Xiaomi fell from 1st to 2nd among video streaming devices worldwide.
- Across the 11 months ending August 2026, Roku, Chromecast and Nvidia Shield held steady: their estimated Share of Search among video streaming devices worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Apple TV vs Xiaomi: compare search popularity](/demand/global-en/compare/apple-tv-vs-xiaomi): 40.2% Share of Search each.
- [Apple TV vs Roku: compare search popularity](/demand/global-en/compare/apple-tv-vs-roku): 40.2% against 12% Share of Search.
- [Apple TV vs Amazon Fire TV: compare search popularity](/demand/global-en/compare/amazon-fire-tv-vs-apple-tv): 40.2% against 3.8% Share of Search.
- [Apple TV vs Chromecast: compare search popularity](/demand/global-en/compare/apple-tv-vs-chromecast): 40.2% against 3% Share of Search.
- [Xiaomi vs Roku: compare search popularity](/demand/global-en/compare/roku-vs-xiaomi): 40.2% against 12% Share of Search.
- [Xiaomi vs Amazon Fire TV: compare search popularity](/demand/global-en/compare/amazon-fire-tv-vs-xiaomi): 40.2% against 3.8% Share of Search.
- [Xiaomi vs Chromecast: compare search popularity](/demand/global-en/compare/chromecast-vs-xiaomi): 40.2% against 3% Share of Search.
- [Roku vs Amazon Fire TV: compare search popularity](/demand/global-en/compare/amazon-fire-tv-vs-roku): 12% against 3.8% Share of Search.
- [Roku vs Chromecast: compare search popularity](/demand/global-en/compare/chromecast-vs-roku): 12% against 3% Share of Search.
- [Amazon Fire TV vs Chromecast: compare search popularity](/demand/global-en/compare/amazon-fire-tv-vs-chromecast): 3.8% against 3% Share of Search.

## How did search popularity change for video streaming devices worldwide in August 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Apple TV | 40.2% | 6.1M | +22.4% | Apple TV |
| 2 | Xiaomi | 40.2% | 6.1M | 0.0% | Xiaomi |
| 3 | Roku | 12% | 1.8M | 0.0% | Roku |
| 4 | Amazon Fire TV | 3.8% | 585K | +8.2% | Amazon Fire TV |
| 5 | Chromecast | 3% | 450K | +22.3% | Chromecast |
| 6 | Nvidia Shield | 0.72% | 110K | -18.5% | Nvidia Shield |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Xiaomi | 7.5M | 47.7% | 1 |
| Oct 2025 | Apple TV | 5M | 31.9% | 2 |
| Oct 2025 | Roku | 1.8M | 11.7% | 3 |
| Oct 2025 | Amazon Fire TV | 796K | 5.1% | 4 |
| Oct 2025 | Chromecast | 450K | 2.9% | 5 |
| Oct 2025 | Nvidia Shield | 110K | 0.7% | 6 |
| Nov 2025 | Xiaomi | 7.5M | 43.9% | 1 |
| Nov 2025 | Apple TV | 6.1M | 35.9% | 2 |
| Nov 2025 | Roku | 1.8M | 10.7% | 3 |
| Nov 2025 | Amazon Fire TV | 1M | 5.9% | 4 |
| Nov 2025 | Chromecast | 450K | 2.6% | 5 |
| Nov 2025 | Nvidia Shield | 165K | 0.97% | 6 |
| Dec 2025 | Xiaomi | 7.5M | 44.5% | 1 |
| Dec 2025 | Apple TV | 6.1M | 36.4% | 2 |
| Dec 2025 | Roku | 1.8M | 10.9% | 3 |
| Dec 2025 | Amazon Fire TV | 796K | 4.7% | 4 |
| Dec 2025 | Chromecast | 450K | 2.7% | 5 |
| Dec 2025 | Nvidia Shield | 135K | 0.8% | 6 |
| Jan 2026 | Xiaomi | 7.5M | 47.5% | 1 |
| Jan 2026 | Apple TV | 5M | 31.8% | 2 |
| Jan 2026 | Roku | 1.8M | 11.6% | 3 |
| Jan 2026 | Amazon Fire TV | 851K | 5.4% | 4 |
| Jan 2026 | Chromecast | 450K | 2.9% | 5 |
| Jan 2026 | Nvidia Shield | 135K | 0.86% | 6 |
| Feb 2026 | Xiaomi | 6.1M | 47.2% | 1 |
| Feb 2026 | Apple TV | 4.1M | 31.5% | 2 |
| Feb 2026 | Roku | 1.5M | 11.6% | 3 |
| Feb 2026 | Amazon Fire TV | 751K | 5.8% | 4 |
| Feb 2026 | Chromecast | 368K | 2.8% | 5 |
| Feb 2026 | Nvidia Shield | 135K | 1% | 6 |
| Mar 2026 | Xiaomi | 7.5M | 48.4% | 1 |
| Mar 2026 | Apple TV | 5M | 32.4% | 2 |
| Mar 2026 | Roku | 1.8M | 11.9% | 3 |
| Mar 2026 | Amazon Fire TV | 651K | 4.2% | 4 |
| Mar 2026 | Chromecast | 368K | 2.4% | 5 |
| Mar 2026 | Nvidia Shield | 110K | 0.71% | 6 |
| Apr 2026 | Xiaomi | 6.1M | 44.7% | 1 |
| Apr 2026 | Apple TV | 5M | 36.5% | 2 |
| Apr 2026 | Roku | 1.5M | 11% | 3 |
| Apr 2026 | Amazon Fire TV | 615K | 4.5% | 4 |
| Apr 2026 | Chromecast | 368K | 2.7% | 5 |
| Apr 2026 | Nvidia Shield | 90.5K | 0.66% | 6 |
| May 2026 | Xiaomi | 6.1M | 44.8% | 1 |
| May 2026 | Apple TV | 5M | 36.6% | 2 |
| May 2026 | Roku | 1.5M | 11% | 3 |
| May 2026 | Amazon Fire TV | 560K | 4.1% | 4 |
| May 2026 | Chromecast | 368K | 2.7% | 5 |
| May 2026 | Nvidia Shield | 110K | 0.81% | 6 |
| Jun 2026 | Xiaomi | 6.1M | 43.6% | 1 |
| Jun 2026 | Apple TV | 5M | 35.6% | 2 |
| Jun 2026 | Roku | 1.8M | 13% | 3 |
| Jun 2026 | Amazon Fire TV | 560K | 4% | 4 |
| Jun 2026 | Chromecast | 450K | 3.2% | 5 |
| Jun 2026 | Nvidia Shield | 90.5K | 0.64% | 6 |
| Jul 2026 | Xiaomi | 6.1M | 43.7% | 1 |
| Jul 2026 | Apple TV | 5M | 35.7% | 2 |
| Jul 2026 | Roku | 1.8M | 13.1% | 3 |
| Jul 2026 | Amazon Fire TV | 541K | 3.9% | 4 |
| Jul 2026 | Chromecast | 368K | 2.6% | 5 |
| Jul 2026 | Nvidia Shield | 135K | 0.96% | 6 |
| Aug 2026 | Apple TV | 6.1M | 40.2% | 1 |
| Aug 2026 | Xiaomi | 6.1M | 40.2% | 2 |
| Aug 2026 | Roku | 1.8M | 12% | 3 |
| Aug 2026 | Amazon Fire TV | 585K | 3.8% | 4 |
| Aug 2026 | Chromecast | 450K | 3% | 5 |
| Aug 2026 | Nvidia Shield | 110K | 0.72% | 6 |
| Sep 2026 | Amazon Fire TV | — | — | — |
| Sep 2026 | Apple TV | — | — | — |
| Sep 2026 | Chromecast | — | — | — |
| Sep 2026 | Nvidia Shield | — | — | — |
| Sep 2026 | Roku | — | — | — |
| Sep 2026 | Xiaomi | — | — | — |

## What is being compared

- **Amazon Fire TV**: Measured on the search terms “amazon fire tv” and “fire tv stick”, summed into one figure.
- **Apple TV**: Measured on the search term “apple tv”.
- **Chromecast**: Measured on the search term “google chromecast”.
- **Nvidia Shield**: Measured on the search term “nvidia shield”.
- **Roku**: Measured on the search term “roku”.
- **Xiaomi**: Measured on the search term “xiaomi”.

- [Amazon Fire TV](/demand/global-en/brands/amazon-fire-tv)
- [Apple TV](/demand/global-en/brands/apple-tv)
- [Chromecast](/demand/global-en/brands/chromecast)
- [Nvidia Shield](/demand/global-en/brands/nvidia-shield)
- [Roku](/demand/global-en/brands/roku)
- [Xiaomi](/demand/global-en/brands/xiaomi)

## 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 brand is most popular in search among video streaming devices worldwide?

Apple TV and Xiaomi share the highest estimated Share of Search among video streaming devices worldwide, at 40.2% in August 2026. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Video streaming devices: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/video-streaming-devices

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/video-streaming-devices. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.