Amazon Fire TV Stick vs Xiaomi:Which is more popular?
In September 2026, Amazon Fire TV Stick had more branded searches than Xiaomi among streaming device brands worldwide. Amazon Fire TV Stick had about 560,000 branded searches, while Xiaomi had 196,000. Amazon Fire TV Stick made up 21.1% of all streaming device brand searches we track, and Xiaomi accounted for 7.4%. When we asked ChatGPT and Google AI Overviews about streaming device brands, Amazon Fire TV Stick appeared in all five answers and Xiaomi in none.
Who do people search for more?
Amazon Fire TV Stick, about 3 searches for every 1 for Xiaomi
Who does AI mention more?
Amazon Fire TV Stick, mentioned in every answer we collected
Who does AI recommend more?
Amazon Fire TV Stick, the only one of the two named
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Top streaming device brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Amazon Fire TV Stick appeared in all five answers. Xiaomi did not appear in any of the five answers.
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 Xiaomi more popular in search?
This chart shows how often people search Google for Amazon Fire TV Stick and Xiaomi 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, Xiaomi. 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% |
Xiaomi sells other things too, so only its searches that name this product count here, like “xiaomi mi box”.
How has the Amazon Fire TV Stick and Xiaomi comparison changed over the last 12 months?
3 findings
- Amazon Fire TV Stick was ahead of Xiaomi 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, Xiaomi’s share of searches among streaming device brands worldwide moved from 4.4% to 7.4%, and its estimated monthly branded searches moved from 140K to 196K.
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.
In September 2026, Xiaomi gained share of searches among streaming device brands worldwide, from 6.7% to 7.4%.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Amazon Fire TV Stick’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.
Amazon Fire TV Stick
2 branded search terms
- amazon fire tv
- fire tv stick
Xiaomi
6 branded search terms
- xiaomi mi box
- xiaomi mi tv box
- xiaomi streaming device
- xiaomi streaming stick
- xiaomi tv box
- xiaomi tv stick
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 Nvidia Shield: compare popularity
Put your own brand in this comparison
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