December 14, 2020
Amazon’s branded streaming video device, Fire TV, generated more than 50 million monthly active users in 2020, a record according to the e-commerce behemoth. Fire TV, along Roku, Apple TV and Google Chromecast, represents the primary way most consumers connect the Internet to the television.
For 2021, Amazon is upgrading the Fire TV user experience with enhanced content selection software and content recommendations, among other features. The upgrades will be coming to all Fire TV Stick third-generation and Fire TV Stick Lite devices globally in the coming weeks.
The new experience is more personal and intuitive with user profiles, improved content discovery features, and Alexa voice navigation. The device also launched two-way video calling on the Fire TV Cube, new apps such as HBO Max, Pluto TV, and expanded live TV content integrations in the U.S.; live discovery features in Japan and India; dedicated experiences with Alexa on Fire TV in Mexico, Brazil, and Australia; Fire TV Cube in France, Italy, and Spain, among others.