Quietly catching up with Roku, Amazon has widened its line-up at the ongoing IFA with over 20 new Fire TV-branded devices. The new devices consist of a next-generation Fire TV Cube, Fire TV Edition soundbar from Anker — its first foray into Fire TV Edition audio products — and 15 new Fire TV Edition products, consisting of the first OLED Fire TV Edition smart TVs.
The declaration comes at a time when Roku has gained a lead over Amazon in the US, in terms of connected TV market share. However, Fire TV has been reportedly claiming the top spot in some European markets. The corporate also said its Fire TV devices now have more than 37 million monthly active users globally, which is ahead of the 30.5 million Roku reported in Q2, the TechCrunch reported on Wednesday.
Both corporates deliver products that may be used by more than one person in a household, of course, but each household only gets counted as one user (or account) as long as they’ve streamed through the platform in the past month, the report added.
“Customers have told us how much they use and love Fire TV Edition smart TVs in the United States and Canada, with millions of devices sold and an average rating of more than 4 stars across all models,” said Marc Whitten, vice president of Amazon Fire TV. “Today we’re thrilled to introduce innovative Fire TV Edition smart TVs and the first-ever Fire TV Edition soundbar from global brands that customers know and love. We can’t wait for customers to experience these new devices with the Fire TV experience built-in.”