Amazon vs Xiaomi:Which is more popular by branded search?
In August 2026, Amazon had more branded searches than Xiaomi among streaming device brands worldwide. Amazon was estimated to have 414M branded searches compared to Xiaomi’s 6.1M, and held a 49.5% Share of Search versus Xiaomi’s 0.73%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Amazon or Xiaomi?
Compare the devices people stream television with. 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 Amazon, Xiaomi. The figures are in the table below the chart.
View monthly share of search table
| Month | Amazon | Xiaomi | Roku | Apple TV 4K | |
|---|---|---|---|---|---|
| Oct 2025 | 49.4% | 49.4% | 0.89% | 0.22% | 0.05% |
| Nov 2025 | 54.4% | 44.5% | 0.8% | 0.2% | 0.06% |
| Dec 2025 | 54.4% | 44.5% | 0.8% | 0.2% | 0.05% |
| Jan 2026 | 49.4% | 49.4% | 0.89% | 0.22% | 0.04% |
| Feb 2026 | 49.4% | 49.4% | 0.89% | 0.22% | 0.04% |
| Mar 2026 | 49.4% | 49.4% | 0.89% | 0.22% | 0.05% |
| Apr 2026 | 44.5% | 54.5% | 0.81% | 0.2% | 0.04% |
| May 2026 | 49.5% | 49.5% | 0.73% | 0.18% | 0.07% |
| Jun 2026 | 49.5% | 49.5% | 0.73% | 0.22% | 0.15% |
| Jul 2026 | 49.5% | 49.5% | 0.73% | 0.22% | 0.15% |
| Aug 2026 | 49.5% | 49.5% | 0.73% | 0.22% | 0.08% |
| Sep 2026 | — | — | — | — | — |
How has the Amazon and Xiaomi comparison changed over the last 12 months?
3 findings
- Amazon was ahead of Xiaomi in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Amazon’s estimated Share of Search among streaming device brands worldwide moved from 49.4% to 49.5%, and its estimated monthly branded searches held steady at 414M.
- Across the 11 months ending August 2026, Xiaomi’s estimated Share of Search among streaming device brands worldwide moved from 0.89% to 0.73%, and its estimated monthly branded searches moved from 7.5M to 6.1M.
How did search popularity change for streaming device brands worldwide in August 2026?
1 change
Estimated monthly branded searches for Xiaomi worldwide fell 18.2% over 11 measured months, from 7.5M to 6.1M in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Amazon’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.
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.