---
title: "Amazon Fire TV vs Roku: Which is more popular by branded search?"
description: "Which is more popular in search, Amazon Fire TV or Roku? Compare estimated monthly branded-search demand and Share of Search inside the Video streaming devices 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-vs-roku"
publisher: "Brandwave"
---

# Amazon Fire TV vs Roku: Which is more popular by branded search?

Which is more popular in search, Amazon Fire TV or Roku? Compare estimated monthly branded-search demand and Share of Search inside the Video streaming devices 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 and Roku
- **Competitive set**: Video streaming devices
- **Market**: Global
- **Month measured**: Aug 2026
- **Amazon Fire TV Share of Search**: 3.8%
- **Roku Share of Search**: 12%

## Which is more popular in search, Amazon Fire TV or Roku?

- 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%.
- 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?

- 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.

## Month by month

| Month | Amazon Fire TV estimated searches | Amazon Fire TV Share of Search | Amazon Fire TV rank | Roku estimated searches | Roku Share of Search | Roku rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 796K | 5.1% | 4 | 1.8M | 11.7% | 3 |
| Nov 2025 | 1M | 5.9% | 4 | 1.8M | 10.7% | 3 |
| Dec 2025 | 796K | 4.7% | 4 | 1.8M | 10.9% | 3 |
| Jan 2026 | 851K | 5.4% | 4 | 1.8M | 11.6% | 3 |
| Feb 2026 | 751K | 5.8% | 4 | 1.5M | 11.6% | 3 |
| Mar 2026 | 651K | 4.2% | 4 | 1.8M | 11.9% | 3 |
| Apr 2026 | 615K | 4.5% | 4 | 1.5M | 11% | 3 |
| May 2026 | 560K | 4.1% | 4 | 1.5M | 11% | 3 |
| Jun 2026 | 560K | 4% | 4 | 1.8M | 13% | 3 |
| Jul 2026 | 541K | 3.9% | 4 | 1.8M | 13.1% | 3 |
| Aug 2026 | 585K | 3.8% | 4 | 1.8M | 12% | 3 |
| Sep 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**: Measured on the search terms “amazon fire tv” and “fire tv stick”, summed into one figure.
- **Roku**: Measured on the search term “roku”.

- [Amazon Fire TV profile](/demand/global-en/brands/amazon-fire-tv)
- [Roku profile](/demand/global-en/brands/roku)
- [All video streaming devices worldwide](/demand/global-en/categories/video-streaming-devices): The set both shares are measured inside, 6 brands.

## 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 is more popular in search, Amazon Fire TV or Roku?

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%.

## Cite this page

Brandwave. "Amazon Fire TV vs Roku: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/amazon-fire-tv-vs-roku

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/amazon-fire-tv-vs-roku. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.