Please ensure Javascript is enabled for purposes of website accessibility

Here's How Many Fire TV Users Amazon Has

By Evan Niu, CFA - May 16, 2019 at 2:36PM

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More

The e-commerce giant provided a rare disclosure.

Amazon (AMZN 3.66%) notoriously likes to keep pertinent metrics close to the vest, only sharing information with investors on rare occasions. The e-commerce titan did finally confirm that it hit 100 million Prime members a little over a year ago, although it still refuses to disclose Prime revenue directly, even after being prodded by the SEC. Given Amazon's historical caginess, it's a welcome departure that the company seems to be in a sharing mood.

Amazon has officially shared just how many Fire TV users it has.

Fire TV Cube next to a TV in a living room

Users can control Fire TV Cube with just their voice. Image source: Amazon.

34 million and counting

In an interview with Cheddar this week, Fire TV chief Jennifer Prenner announced that Amazon now has 34 million monthly active users (MAUs) on its streaming-TV platform.

Amazon has been expanding its Fire TV product portfolio, including the addition of Fire TV Cube last year, and Prenner says the growing hardware lineup is resonating with consumers since Amazon is addressing a large range of price points and use cases. The company also partnered with longtime retail rival Best Buy last year to sell Fire TV Edition smart TVs, which integrate Amazon's video-streaming platform.

For reference, Roku (ROKU 8.96%) said it had 29.1 million active accounts in the first quarter. Roku, which is one of Amazon's main competitors in streaming media players, defines an active account somewhat differently than an MAU, and considers the metric a "proxy for a household," according to CNET. "Per household streaming grew to an average of roughly 3.5 hours a day per active account, representing nearly half of average U.S. per-household daily viewing," Roku wrote in its first-quarter shareholder letter.

The streaming wars are intensifying

Tech and media companies large and small are pushing deep into video streaming this year, and increasingly starting to work together more. Amazon and Alphabet subsidiary Google are collaborating again on video, bringing YouTube back to FireTV while adding Chromecast support to Amazon's devices. Apple will launch its new TV app and Apple TV+ on Fire TV, and Disney will similarly bring its forthcoming streaming service Disney+ to Amazon's platform.

When asked about rumors that Amazon is working on a free, ad-supported version of Prime Video (they pop up every few years), Prenner declined to comment on the company's future road map, although she acknowledged it will "always have a need for both." Over 40% of Fire TV users consume free content, according to the executive. Amazon subsidiary IMDb, the popular repository for TV and movie information, launched an ad-supported service called Freedive earlier this year, as part of Amazon's broader effort to grow its advertising business.

"In terms of Prime Video content and third-party content, we consider ourselves a really agnostic platform, Fire TV is," Prenner told Cheddar. "We want all of the content that customers want to access to be there for them."

Invest Smarter with The Motley Fool

Join Over 1 Million Premium Members Receiving…

  • New Stock Picks Each Month
  • Detailed Analysis of Companies
  • Model Portfolios
  • Live Streaming During Market Hours
  • And Much More
Get Started Now

Stocks Mentioned

Amazon.com, Inc. Stock Quote
Amazon.com, Inc.
AMZN
$2,302.93 (3.66%) $81.38
Roku Stock Quote
Roku
ROKU
$96.47 (8.96%) $7.93

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

Related Articles

Motley Fool Returns

Motley Fool Stock Advisor

Market-beating stocks from our award-winning service.

Stock Advisor Returns
356%
 
S&P 500 Returns
124%

Calculated by average return of all stock recommendations since inception of the Stock Advisor service in February of 2002. Returns as of 05/28/2022.

Discounted offers are only available to new members. Stock Advisor list price is $199 per year.

Premium Investing Services

Invest better with The Motley Fool. Get stock recommendations, portfolio guidance, and more from The Motley Fool's premium services.