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Amazon Fire TV Hits 40-Plus Million Global Users, Aims to Integrate Into Cars by Year’s End

Fern Siegel

Amazon reports its Fire TV service now has over 40 million active users globally, with customers having access to tens of thousands of channels, apps and Alexa. That’s up from the 34 million it claimed in May 2019.

The company also announced a new Fire TV Edition, which will be able to power soundbars and be integrated into cars by late 2020. At CES, Amazon announced it is partnering with Fiat Chrysler and BMW to bring Fire TV-enabled rear-seat TV sets to those vehicles.

“Fire TV Edition has grown into a worldwide program which will include more than 150 Fire TV Edition models across more than 10 countries by the end of the year,” said Marc Whitten, vice president, Amazon Fire TV. He adds the expanded edition gives companies the means “to bring Fire TV to more categories and more screens.”

Growth has been a byword for Amazon.

Two years ago, Amazon and Best Buy teamed to bring Fire TV Edition TVs to U.S. and Canadian customers, ultimately selling millions of Insignia and Toshiba Fire TV Edition smart TVs, per Best Buy.

In 2019, more than 50 Fire TV Edition smart TVs were available from Grundig, JVC, Onida and Anke. More brands will launch these smart TVs in the UK, India, Ireland, Germany, Austria, Italy, Spain and Mexico this year.

The 40 million-user figure tops the 32.3 million active accounts that major rival Roku noted in a November earnings report.