Amazon Fire TV hits 34M users, widening lead against top competitor Roku

The Fire TV Cube. (GeekWire Photo / Clare McGrane)

Amazon’s Fire TV streaming media player now has 34 million users, an increase of 4 million since the last time the company disclosed the figure back in January.

Jennifer Prenner, GM and global head of marketing, growth and engagement for Amazon Fire TV, said at the Pay TV Show in Denver this week that Fire TV is the top streaming media player family in the U.S., U.K., Germany, India and Japan. Roku, one of Amazon’s closest competitors in the streaming media player market, has 29.1 million active accounts, up 40 percent over a year ago, the company said in its earnings report last week.

The Fire TV family includes the $40 flagship Fire TV Stick, the $50 Fire TV Stick 4K and the $120 Alexa-powered Fire TV Cube that launched last June. Fire TV also comes pre-installed in several smart TVs built by partners such as Toshiba and Insignia.

Amazon said at CES in Las Vegas in January that its Fire TV user base had hit 30 million. In an interview with GeekWire at the time, head of Amazon Fire TV Marc Whitten said international growth is a high priority for the division going forward.

“You’re going to see a pretty big push around going even deeper internationally,” Whitten said in January. Japan and India are specific markets that Whitten noted. “They’re at this inflection point of how they think about streaming media and how it works,” he said.