Amazon Fire TV vs Roku:Which is more popular by branded search?
In August 2026, Roku had more branded searches than Amazon Fire TV among video streaming devices worldwide. Roku was estimated to have 1.8M branded searches compared to Amazon Fire TV’s 585K, and held a 12% Share of Search versus Amazon Fire TV’s 3.8%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Amazon Fire TV or Roku?
Compare the video streaming devices people buy. 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 Roku, Amazon Fire TV. The figures are in the table below the chart.
View monthly share of search table
| Month | Apple TV | Xiaomi | Roku | Amazon Fire TV | Chromecast | Nvidia Shield |
|---|---|---|---|---|---|---|
| Oct 2025 | 31.9% | 47.7% | 11.7% | 5.1% | 2.9% | 0.7% |
| Nov 2025 | 35.9% | 43.9% | 10.7% | 5.9% | 2.6% | 0.97% |
| Dec 2025 | 36.4% | 44.5% | 10.9% | 4.7% | 2.7% | 0.8% |
| Jan 2026 | 31.8% | 47.5% | 11.6% | 5.4% | 2.9% | 0.86% |
| Feb 2026 | 31.5% | 47.2% | 11.6% | 5.8% | 2.8% | 1% |
| Mar 2026 | 32.4% | 48.4% | 11.9% | 4.2% | 2.4% | 0.71% |
| Apr 2026 | 36.5% | 44.7% | 11% | 4.5% | 2.7% | 0.66% |
| May 2026 | 36.6% | 44.8% | 11% | 4.1% | 2.7% | 0.81% |
| Jun 2026 | 35.6% | 43.6% | 13% | 4% | 3.2% | 0.64% |
| Jul 2026 | 35.7% | 43.7% | 13.1% | 3.9% | 2.6% | 0.96% |
| Aug 2026 | 40.2% | 40.2% | 12% | 3.8% | 3% | 0.72% |
| Sep 2026 | — | — | — | — | — | — |
How has the Amazon Fire TV and Roku comparison changed over the last 12 months?
3 findings
- Roku was ahead of Amazon Fire TV in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Amazon Fire TV’s estimated Share of Search among video streaming devices worldwide moved from 5.1% to 3.8%, and its estimated monthly branded searches moved from 796K to 585K.
- Across the 11 months ending August 2026, Roku’s estimated Share of Search among video streaming devices worldwide moved from 11.7% to 12%, and its estimated monthly branded searches held steady at 1.8M.
How did search popularity change for video streaming devices worldwide in August 2026?
2 changes
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.
How each brand is measured
Brandwave collects information about searches that people make online using Amazon Fire TV’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
2 branded search terms
- amazon fire tv
- fire tv stick
Roku
1 branded search term
- roku
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.