Amazon Fire TV Now Has 50 Million Monthly Active Users

Posted on December 14, 2020 by Paul Thurrott in Amazon, Music + Videos with 6 Comments

Amazon announced today that its Fire TV streaming platform now has over 50 million monthly active users (MAUs),

“Over the last 6 years, Amazon has expanded the Fire TV business from a simple streaming stick with a handful of apps, to a global entertainment business,” Amazon told me. “In 2020, Fire TV saw more than 50 million monthly active users on its devices, worldwide, indicating customers are streaming more than ever before.”

Amazon recently announced a major refresh of the Fire TV user interface that the firm says is the biggest change it’s ever made to the product. The new UI will finally support multiple user profiles, a customizable navigation bar, integration with live TV sources like Sling TV, and, of course, new voice-activated Alexa experiences.

“The mission is to make TV watching fun and easy,” Amazon vice president and general manager Sandeep Gupta says in a video describing the new interface. “And I think the power that TV has to bring people together is really the core of the mission of FireTV.”

In addition to the new user interface, Fire TV has also improved recently with several other new features, including two-way video calling (Fire TV Cube), HBO Max and other new apps, expanded live TV content integrations in the U.S., live discovery features in Japan and India, Alexa experiences in Mexico, Brazil, and Australia, and the launch of Fire TV Cube in France, Italy, and Spain, among others.

Tagged with

Join the discussion!


Don't have a login but want to join the conversation? Become a Thurrott Premium or Basic User to participate

Comments (6)

6 responses to “Amazon Fire TV Now Has 50 Million Monthly Active Users”

  1. bschnatt

    I had a Fire Stick 4K for about a year but only used it sporadically (to check things out). But then I discovered the Ethernet adapter Amazon sells for it (for about $15). With the adapter, that little stick is faster than my Roku 3, consistently responsive and the UI is more polished (although I haven't gotten the new UI yet). I switched and haven't looked back. A nice experience...

  2. IanYates82

    Interesting how they've blended content from multiple providers on to the one screen - eg Mandalorian from Disney and Borat from Amazon's own Prime service.

    Is this the default interface, or is it some dashboard? I've never used a FireTV but this approach may make it more user friendly, so long as you can still access the actual apps themselves too if you desired.

    • oxymarc

      In reply to IanYates82:

      This is their launcher and home screen.

      I think they've already done a pretty good job and I am excited for the update. But I am also looking forward to a refresh of the actual streaming boxes. Recently switched to Hulu with live TV and the app is extremely slow.

    • wright_is

      In reply to IanYates82:

      This is, unfortunately, the default. I keep getting ads for Disney+ and Netflix series, even though we don't use either. You get all excited, click on it and then get asked to log onto the relevant service.

      It would be much more helpful if it only gave you recommendations for content you can actually see!

    • Paul Thurrott

      That's the new UI. Honestly, the existing one isn't far off.
  3. Saarek

    Easy to talk about big numbers when you give people no choice but to have said service! If I could scrap Prime video and have my prime deliveries back at the much lower cost I would, sadly Amazon force me to subsidise their video service.

    • Paul Thurrott

      Well. No one is forcing anyone to buy Fire TVs. but having used all the mainstream solutions, I already like the Fire TV user interface the best (perhaps tied with Google TV). I'm curious about the UI changes.
      • Saarek

        In reply to paul-thurrott:

        You're right, I misread the article and took it as Prime Video. I'm not surpised by their market share of streaming devices though, after all they all but give them away.