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Amazon Fire TV Grows Lead on Roku With 40 Million Active Users

Jason Gurwin

Amazon announced today that they have surpassed 40 million active Fire TV accounts — adding more than 10 million in the last year. This is up from the 37 million active accounts that Amazon shared in September and 34 million announced in May.

In comparison, Roku announced that they have reached 32 million active accounts in November. This is up from the 30.5 million actives it announced in April and 27 million active Roku accounts shared last January. The company will release an updated figure at its next earnings release.

According to Amazon, the Fire TV family remains the #1 streaming media player family in the U.S., UK, Germany, India and Japan. The company aggressively pushed their Fire TV devices this past holiday season, where they discounted the Fire TV Stick to just $15 (normally $40) and Amazon Fire TV Stick 4K to $25 (normally $50).

In the past year, Amazon has also expanded their streaming line-up with an OTA DVR called Fire TV Recast and an Echo/Fire TV combo called Fire TV Cube, which they refreshed last fall.