Amazon Fire TV devices now draw more than 50 million monthly active users, according to the company.
That’s up by 10 million since the start of this year, and pushes Amazon Fire TV past Roku, which reported 46 million active users as of November. Roku’s total represented 43% year-over-year growth.
Streaming devices, like subscription and AVOD services, have benefited from the pandemic stay-at-home dynamic.
But Amazon is also taking credit, noting that it’s recently launched two-way video calling on the Fire TV Cube; new apps including HBO Max; expanded live TV content integrations in the U.S.; live discovery features in Japan and India; dedicated experiences with Alexa on Fire TV in Mexico, Brazil, and Australia; and Fire TV Cube in France, Italy, and Spain.
Now, Fire TV is in the process of a global rollout of what it calls its biggest update to date, across all Fire TV Stick 3rd generation and Fire TV Stick Lite devices.
The enhanced user interface, designed to provide a more personalized and intuitive experience, features Alexa voice control, user profiles and a redesigned home screen (above) that includes a main-menu navigation bar integrating users’ favorite apps and channels, updated content discovery and search functions, among other upgrades.