--- title: "Amazon Fire TV Stick vs Xiaomi: Which is searched more?" description: "Is Amazon Fire TV Stick or Xiaomi more popular in search? 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/compare/amazon-fire-tv-stick-vs-xiaomi" publisher: "Brandwave" --- # Amazon Fire TV Stick vs Xiaomi: Which is searched more? Is Amazon Fire TV Stick or Xiaomi more popular in search? 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 Stick and Xiaomi - **Competitive set**: Streaming device brands - **Market**: Global - **Month measured**: Sep 2026 - **Amazon Fire TV Stick Share of Search**: 21.1% - **Xiaomi Share of Search**: 7.4% ## Is Amazon Fire TV Stick or Xiaomi more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Roku | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Amazon Fire TV Stick | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Apple TV 4K | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Google Chromecast | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | Nvidia Shield | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Xiaomi | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about streaming device brands - Asked ChatGPT "Which streaming device brand should I buy?": 1. Roku, 2. Amazon Fire TV Stick, 3. Apple TV 4K - Asked ChatGPT "What are the best streaming device brands?": 1. Roku, 2. Amazon Fire TV Stick, 3. Apple TV 4K, 4. Nvidia Shield - Asked ChatGPT "What's the best streaming device brand for 4k tv?": 1. Roku, 2. Apple TV 4K, 3. Amazon Fire TV Stick, 4. Google Chromecast - Searched Google, AI Overview "best streaming device": 1. Google Chromecast, 2. Apple TV 4K, 3. Amazon Fire TV Stick, 4. Roku - Searched Google, AI Overview "tv streaming device": 1. Amazon Fire TV Stick, 2. Roku, 3. Google Chromecast, 4. Apple TV 4K Not named in any answer: Xiaomi. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for streaming device brands worldwide in September 2026? - 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%. ## Month by month | Month | Amazon Fire TV Stick estimated searches | Amazon Fire TV Stick Share of Search | Amazon Fire TV Stick rank | Xiaomi estimated searches | Xiaomi Share of Search | Xiaomi rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 796K | 24.9% | 2 | 140K | 4.4% | 4 | | Nov 2025 | 1M | 27.7% | 2 | 163K | 4.5% | 5 | | Dec 2025 | 796K | 24.2% | 2 | 178K | 5.4% | 4 | | Jan 2026 | 851K | 26.3% | 2 | 191K | 5.9% | 4 | | Feb 2026 | 751K | 27.6% | 2 | 157K | 5.8% | 4 | | Mar 2026 | 651K | 23.5% | 2 | 162K | 5.8% | 4 | | Apr 2026 | 615K | 24% | 2 | 156K | 6.1% | 4 | | May 2026 | 560K | 19.5% | 2 | 161K | 5.6% | 4 | | Jun 2026 | 560K | 15.5% | 3 | 192K | 5.3% | 4 | | Jul 2026 | 541K | 15.2% | 3 | 172K | 4.8% | 4 | | Aug 2026 | 585K | 19.4% | 3 | 201K | 6.7% | 4 | | Sep 2026 | 560K | 21.1% | 2 | 196K | 7.4% | 4 | ## How each brand is measured 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**: Measured on the search terms “amazon fire tv” and “fire tv stick”, summed into one figure. - **Xiaomi**: Measured on the search terms “xiaomi mi box”, “xiaomi mi tv box”, “xiaomi streaming device”, “xiaomi streaming stick”, “xiaomi tv box” and “xiaomi tv stick”, summed into one figure. - [Amazon Fire TV Stick profile](/demand/global-en/brands/amazon-fire-tv-stick) - [Xiaomi profile](/demand/global-en/brands/xiaomi) - [All streaming device brands worldwide](/demand/global-en/categories/streaming-device-brands): The set both shares are measured inside, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Amazon Fire TV Stick or Xiaomi more popular in search? 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%. ## Cite this page Brandwave. "Amazon Fire TV Stick vs Xiaomi: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/amazon-fire-tv-stick-vs-xiaomi This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/amazon-fire-tv-stick-vs-xiaomi. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.