Brandwave

Roku vs Xiaomi:Which is more popular?

In September 2026, Xiaomi had more branded searches than Roku among streaming device brands in New Zealand. Xiaomi had about 11,200 branded searches, while Roku had 2,240. Xiaomi made up 22.4% of all streaming device brand searches we track, and Roku accounted for 4.5%. When we asked ChatGPT and Google AI Overviews about streaming device brands, Roku appeared in two of the five answers and Xiaomi in none.

Among streaming device brands in New Zealand in September 2026

Who do people search for more?

Xiaomi, about 5 searches for every 1 for Roku

Xiaomi 11.2K searchesRoku 2.2K searches

Who does AI mention more?

Roku, mentioned in 2 of 5 answers, Xiaomi in 0

Roku in 2 of 5Xiaomi in 0 of 5

Who does AI recommend more?

Roku, the only one of the two named

Roku first in 2Xiaomi never named

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Top streaming device brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Roku was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. 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.

  1. Google Chromecast1st
  2. Apple TV 4K2nd
  3. Amazon Fire TV Stick3rd
  4. Roku4th
  5. Sky Pod5th
  6. Xiaomi–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Google Chromecast5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • 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
  • Roku2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sky Pod1 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

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Roku or Xiaomi more popular in search?

This chart shows how often people search Google for Roku 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 searches in New Zealand.

Roku and Xiaomi among streaming device brands in New Zealand, by month

Share of searches by month for Xiaomi, Roku. The figures are in the table below the chart.

View monthly share of searches table
MonthGoogle ChromecastXiaomiAmazon Fire TV StickApple TV 4KRokuSky Pod
Oct 202553.9%22.9%11.2%5.6%5.9%0.47%
Nov 202554.1%22.6%10.4%7.5%4.9%0.46%
Dec 202555.7%22.2%11.9%4.8%5%0.37%
Jan 202655.7%21.9%12%3.9%6%0.56%
Feb 202656.1%21.6%11.8%4.7%5.4%0.36%
Mar 202656.7%22.5%9.5%5.5%5.5%0.31%
Apr 202653.8%20.7%10.4%7.4%7.3%0.44%
May 202653.6%18.3%9%12.2%6.2%0.6%
Jun 202653.6%14.7%9.5%16.2%5.7%0.26%
Jul 202654.1%13.5%9.8%16.5%5.9%0.22%
Aug 202654.2%18.6%11.9%9.6%5.5%0.26%
Sep 202653.3%22.4%13%6.6%4.5%0.22%

How has the Roku and Xiaomi comparison changed over the last 12 months?

3 findings
  • Xiaomi was ahead of Roku in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Roku’s share of searches among streaming device brands in New Zealand moved from 5.9% to 4.5%, and its estimated monthly branded searches moved from 2.6K to 2.2K.
  • Across the 12 months ending September 2026, Xiaomi’s share of searches among streaming device brands in New Zealand moved from 22.9% to 22.4%, and its estimated monthly branded searches moved from 10.2K to 11.2K.

How did search popularity change for New Zealand streaming device brands in September 2026?

2 changes

  1. In September 2026, Xiaomi gained share of searches among streaming device brands in New Zealand, from 18.6% to 22.4%.

  2. In September 2026, Roku lost share of searches among streaming device brands in New Zealand, from 5.5% to 4.5%.

How are branded searches counted?

27 search terms

Brandwave collects information about searches that people make online using Roku’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.

Roku

12 branded search terms

  • avatar roku
  • roku
  • roku channel
  • roku chromecast
  • roku stick
  • roku streaming device
  • roku streaming stick
  • roku tv
  • roku tv box
  • roku ultra
  • tcl roku tv
  • the roku channel

Xiaomi

15 branded search terms

  • xiaomi
  • xiaomi band
  • xiaomi camera
  • xiaomi earbuds
  • xiaomi electric scooter
  • xiaomi pad
  • xiaomi projector
  • xiaomi redmi
  • xiaomi robot vacuum
  • xiaomi scale
  • xiaomi scooter
  • xiaomi smartwatch
  • xiaomi vacuum
  • xiaomi vacuum cleaner
  • xiaomi watch

How the Brand Demand Index is measured

Other head-to-heads among streaming device brands

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