Amazon announced the results of their Black Friday in July event - Amazon Prime Day and it was a win for their Fire TV devices.
On Prime Day, Amazon was selling the Fire TV Stick for only $15 (normally $40) and Fire TV Stick 4K for $25 (normally $50). With the deep discounts and new Alexa Voice Remote included — it seemed to work, as customers bought millions of Fire TV devices globally during Prime Day.
In fact, July 15th & 16th, 2019 was the best two-day sales period ever for Fire TV devices, with July 15th being the best sales day ever on Amazon for Fire TV Recast (OTA DVR) — which was discounted $100 to just $129 (normally $229). The retailer is hoping that the discounts on the streaming devices can help propel their Prime Video service which still trying to catch up to Netflix in both content and viewership.
Amazon also had success with their televisions with built in Fire TV. The Fire TV Edition Smart TVs sold 2x as many as as last year’s record-setting Prime Day — which was up 6x from the year before.
In May, the company announced that they had 34 million active Fire TV devices — up from 30 million in January. In comparison, Roku shared that they had reached 29.1 million active accounts last quarter. This is up from the 27 million active Roku accounts shared in the fourth quarter, and up from nearly 19 million (+40%) since the first quarter last year.