Roku, Fire TV and Google TV all play Netflix, YouTube, Hulu and the other big apps, so the choice comes down to everything around the apps: the home screen, the remote, the voice assistant, how many ads you see and how much you can change. This guide compares the three platforms and their main streaming devices so you can pick one without buying all three.
Last checked: November 3, 2026. Prices are rounded US list prices before taxes, and sales are frequent, so check the store before you buy. We compare what Roku, Amazon and Google document, plus what owners report. We haven't tested these devices ourselves.
The short answer
Simplest to use: Roku. A plain grid of apps, a basic remote and, on its current players, AirPlay for iPhone owners. Players start around $40.
Best for Alexa and Prime Video homes: Fire TV. Newer models build in Alexa+, and Amazon content sits front and center. Amazon's current sticks come in three tiers: HD, 4K and 4K Max.
Most flexible: Google TV. Android TV apps from Google Play, casting from your phone, and room to customize. Walmart's onn devices start around $25, far less than Google's own $150 Streamer.
Already own a smart TV with one of these built in? An inexpensive stick can replace it later, so the TV's platform isn't a forever choice.
The three at a glance
| Roku | Fire TV | Google TV | |
|---|---|---|---|
| Made by | Roku (Fox has agreed to buy it) | Amazon | Google, plus other brands such as onn |
| Entry-level player | Streaming Stick, about $40 | Fire TV Stick HD | onn 4K at Walmart, about $25 |
| Top player | Roku Ultra, about $150 | Fire TV Stick 4K Max or Fire TV Cube | Google TV Streamer, about $150 |
| Voice assistant | Roku voice | Alexa+ on newer models | Gemini on supported devices, replacing Google Assistant |
| Phone sharing | AirPlay on compatible players | Amazon's own tools | Cast from phone apps |
| Home screen style | App grid, with a promo area | Amazon content and banners first | Recommendations from all your apps |
| Installing outside apps | Developer mode only, no Android apps | Developer account only on newer Vega models | Yes, Android apps |
Prices change often. Roku's own store lists the Streaming Stick at $39.99, the Stick Plus at $59.99, the Stick 4K at $79.99 and the Ultra at $149.99, but most were on sale for less when we checked.
Roku: simple and neutral
Roku's home screen is a grid of your apps, and owners in the threads we read often call it the easiest to learn. Some buy it for a parent or grandparent, or keep one remote layout on every TV.
- Players: the Streaming Stick (HD), the Stick Plus (4K with HDR10+), the Stick 4K (adds Dolby Vision) and the Ultra (Wi-Fi 6, Ethernet, a USB port and a rechargeable, backlit remote with a lost-remote finder). Roku says the Express is no longer sold.
- Free TV: The Roku Channel includes hundreds of free live channels in a channel guide. On Roku TVs, antenna channels appear in the same guide.
- Apple users: Roku's current players work with AirPlay and HomeKit, so you can send video and photos from an iPhone.
- Ads: there's a promotional area and banner ads on the home screen. Under Settings > Privacy > Advertising you can hide some banners and block sensitive ad categories, but you can't turn them off.
- Limits: for ordinary use, apps come from Roku's store. Developer sideloading exists, but Roku doesn't run Android apps.
The Fox deal. In June 2026, Fox agreed to buy Roku for about $22 billion. The deal is still pending and expected to close in the first half of 2027, subject to approvals. The companies say Roku will stay an open, partner-friendly platform.
Fire TV: built around Alexa and Amazon
Fire TV puts Amazon's content and Alexa at the center. If you already use Echo speakers and Prime Video, everything links up with little setup.
- Sticks: Amazon now sells three stick tiers: the entry-level Fire TV Stick HD, the new Stick 4K (about $60) and the Stick 4K Max (with Dolby Vision and Dolby Atmos). Older models such as the 4K Select stay on sale while supplies last. The Fire TV Cube box listens for hands-free voice commands.
- A new system: the newest sticks run Vega OS instead of Amazon's Android-based Fire OS. Amazon says Vega has more than 2,000 apps, which covers the major services. Owners who installed Android apps from outside Amazon's store can't do that on Vega; Amazon's documents only describe installing outside apps through a developer account.
- Alexa+: Amazon's newer assistant is built into newer Fire TV models for finding shows, controlling smart home devices and answering questions.
- Ads: some owners in cord-cutting forums describe a home screen led by Amazon promotions, with their own apps pushed into a smaller row.
Google TV: Android apps and more control
Google TV is software that runs on Google's own Streamer, Walmart's onn boxes and many TVs from Sony, TCL and Hisense. It pulls shows from all your subscriptions into one feed.
- Devices: the Google TV Streamer (about $150) has Dolby Vision, Dolby Atmos, Ethernet and 32GB of storage, and works as a hub for Google Home and Matter smart home devices. Walmart's onn devices cost much less: the onn 4K is about $25, and the onn 4K Pro (about $60) adds Ethernet, 32GB and a backlit remote.
- Apps: Google TV runs Android TV apps from the Google Play store, and you can install apps from outside it. Owners who use Plex, Jellyfin or other niche apps often mention this.
- Casting: you can send video from supported phone apps straight to the TV.
- Free TV: Google TV Freeplay, built in on US devices, has more than 300 free live channels.
- Assistant: Google is replacing Google Assistant with Gemini on supported Google TV devices, starting with the Streamer.
- Ads: sponsored picks appear in the main feed. Apps only mode cuts the recommendations, but Google says it also turns off search and the Assistant, and some sponsored content still shows. Some owners install a different launcher (home screen) app instead, where their device allows it.
Problems owners often run into
These come from owners in Reddit, Facebook and YouTube threads, not from our own tests:
- Ads on the home screen. No platform here is ad-free. Owners complain about promotions on all three, and some say Roku's promo area takes up a third of the screen.
- The remote. Some owners of the Google TV Streamer miss dedicated play, pause and fast-forward buttons on its remote. Some Roku owners say the volume buttons on the side are easy to press by accident.
- Slow menus or buffering. Sluggish menus and video buffering are different problems. Ethernet may help network-related buffering, but won't upgrade slow hardware.
- A slow TV. Many owners pick a TV for its picture and plug in a stick. If the stick feels slow later, replacing it costs far less than a new TV.
- Travel. A stick is easy to pack for a hotel TV; bring the power adapter too.
Which one should you get?
- For someone who wants it to just work: a Roku player.
- For an iPhone household: Roku, for AirPlay, or an Apple TV 4K if your budget allows.
- For an Alexa and Prime Video household: a Fire TV stick.
- For tinkerers, Plex users and Android phone owners: a Google TV device. An onn box is the value pick.
- For the cheapest 4K picture: compare current sale prices. Walmart's onn 4K is about $25, and Roku and Amazon often discount their 4K sticks.
- For local channels: none of them includes your local stations by itself. See our guide to watching local channels without cable.
Common questions
Do Roku, Fire TV and Google TV have a monthly fee?
No. You buy the device once. You pay only for the subscriptions you add, such as Netflix or a live TV service. Each platform also has free live channels.
Can I keep using my apps if I switch?
Usually. All three carry the major streaming services, and you can usually sign in to an existing service account on another supported device. Subscriptions bought through a platform, such as Roku or Amazon billing, may have different billing and access rules.
Is a Roku TV the same as a Roku stick?
The software is the same, but the hardware inside many budget TVs is slower. Some owners add a Roku Ultra or another player to a Roku TV for that reason.
Can I avoid the ads?
Not completely. Roku and Google TV let you reduce them in settings. Many Google TV devices can also run a different home screen app. Owners who want no home-screen ads at all usually point to Apple TV.
What happens to my Roku after Fox buys it?
Nothing yet. The deal is still pending, and the companies say Roku will stay open to other companies' apps.