Amazon Fire TV Stick vs Roku:Which is more popular?
In September 2026, Amazon Fire TV Stick had more branded searches than Roku among streaming device brands worldwide. Amazon Fire TV Stick had about 560,000 branded searches, while Roku had 18,100. Amazon Fire TV Stick made up 21.1% of all streaming device brand searches we track, and Roku accounted for 0.68%. When we asked ChatGPT and Google AI Overviews about streaming device brands, both Amazon Fire TV Stick and Roku appeared in all five answers. Roku was mentioned before Amazon Fire TV Stick in three out of five answers.
Who do people search for more?
Amazon Fire TV Stick, about 31 searches for every 1 for Roku
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Roku, named ahead of Amazon Fire TV Stick in 3 of 5 answers
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Top streaming device brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both Amazon Fire TV Stick and Roku showed up in all five answers. Roku was listed before Amazon Fire TV Stick in three of them.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Amazon Fire TV Stick5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Apple TV 4K5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Roku5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Google Chromecast3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Nvidia Shield1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Xiaomi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about streaming device brands
5 answers
Asked ChatGPT
“Which streaming device brand should I buy?”
Asked ChatGPT
“What are the best streaming device brands?”
Asked ChatGPT
“What's the best streaming device brand for 4k tv?”
Searched Google, AI Overview
“best streaming device”
Searched Google, AI Overview
“tv streaming device”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is Amazon Fire TV Stick or Roku more popular in search?
This chart shows how often people search Google for Amazon Fire TV Stick and Roku by name. Each line represents a brand's share of searches for all six streaming device brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Amazon Fire TV Stick, Roku. The figures are in the table below the chart.
View monthly share of searches table
| Month | Google Chromecast | Amazon Fire TV Stick | Apple TV 4K | Xiaomi | Nvidia Shield | Roku |
|---|---|---|---|---|---|---|
| Oct 2025 | 52.1% | 24.9% | 14.1% | 4.4% | 3.4% | 1% |
| Nov 2025 | 47.1% | 27.7% | 15.2% | 4.5% | 4.6% | 0.92% |
| Dec 2025 | 51.7% | 24.2% | 13.7% | 5.4% | 4.1% | 1% |
| Jan 2026 | 51.4% | 26.3% | 11.4% | 5.9% | 4.2% | 0.84% |
| Feb 2026 | 49.8% | 27.6% | 11.1% | 5.8% | 5% | 0.82% |
| Mar 2026 | 49.9% | 23.5% | 16.2% | 5.8% | 4% | 0.65% |
| Apr 2026 | 54% | 24% | 11.7% | 6.1% | 3.5% | 0.71% |
| May 2026 | 51.1% | 19.5% | 19.2% | 5.6% | 3.8% | 0.77% |
| Jun 2026 | 42.1% | 15.5% | 33.8% | 5.3% | 2.5% | 0.75% |
| Jul 2026 | 41.2% | 15.2% | 34.3% | 4.8% | 3.8% | 0.62% |
| Aug 2026 | 47.2% | 19.4% | 22.3% | 6.7% | 3.7% | 0.74% |
| Sep 2026 | 45.1% | 21.1% | 20.7% | 7.4% | 5.1% | 0.68% |
Roku sells other things too, so only its searches that name this product count here, like “roku streaming device”.
How has the Amazon Fire TV Stick and Roku comparison changed over the last 12 months?
3 findings
- Amazon Fire TV Stick was ahead of Roku in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amazon Fire TV Stick’s share of searches among streaming device brands worldwide moved from 24.9% to 21.1%, and its estimated monthly branded searches moved from 796K to 560K.
- Across the 12 months ending September 2026, Roku’s share of searches among streaming device brands worldwide moved from 1% to 0.68%, and its estimated monthly branded searches moved from 33.1K to 18.1K.
How did search popularity change for streaming device brands worldwide in September 2026?
2 changes
In September 2026, Amazon Fire TV Stick overtook Apple TV 4K to rank 2nd among streaming device brands worldwide, with 21.1% of the searches.
Estimated monthly branded searches for Roku worldwide fell 45.3% over 12 measured months, from 33.1K to 18.1K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Amazon Fire TV Stick’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 Stick
2 branded search terms
- amazon fire tv
- fire tv stick
Roku
1 branded search term
- roku streaming device
Other head-to-heads among streaming device brands
- Google Chromecast vs Amazon Fire TV Stick: compare popularity
- Google Chromecast vs Apple TV 4K: compare popularity
- Google Chromecast vs Xiaomi: compare popularity
- Google Chromecast vs Nvidia Shield: compare popularity
- Amazon Fire TV Stick vs Apple TV 4K: compare popularity
- Amazon Fire TV Stick vs Xiaomi: compare popularity
Put your own brand in this comparison
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