For years, Roku has been my streaming device of choice, starting with the convenient Streaming Stick Plus and later upgrading to the impressive Roku Streambar. The evolution of Roku’s software over the past half-decade, with its mix of improvements and drawbacks, sparked my curiosity about how its competitors have evolved, particularly Amazon Fire TV.
My past experiences with Amazon Fire TV Sticks were marred by software frustrations. However, given the rapid pace of technological advancements, especially in five years, I wondered if my perceptions were outdated. To investigate, I replaced my Roku setup with the Amazon Fire TV Stick 4K Max to determine if I had been missing out.
Why Roku Remains My Preferred Streaming Platform
The Roku interface has consistently been the primary reason for my loyalty. Roku prides itself on maintaining an impartial platform, a stance they claim was at the heart of their dispute with Google. This dispute allegedly involved Google holding YouTube and YouTube TV access hostage, demanding preferential treatment from Roku. This commitment to neutrality was a significant draw when I first switched to Roku in 2017. Back then, the Roku Channel was a nascent service, recently launched in the US and not yet available in the UK. Roku’s lack of a strong in-house streaming service meant there was little incentive to aggressively push users toward proprietary content. While this has shifted somewhat over time, the change is still relatively subtle.
While Roku does promote its own Roku Channel, and you’ll encounter screensaver ads for Roku content, the push is not overwhelming. Accidental presses of the Play button might lead you to the Roku Channel, and other promotions for content like “Weird: The Al Yankovic Story” appear, but these are generally not intrusive.
The standard on-screen advertising on Roku is also quite restrained. Video ads that hijack your entire screen are rare, with most ads appearing on the periphery of certain menus. While ad-free viewing would be ideal, Roku’s current ad level feels like a fair compromise.
When I initially adopted the Roku Streaming Stick Plus, it was a pioneer in offering TV power and volume control via the streaming device remote. This feature is now commonplace among top streaming devices, including Amazon’s offerings. This evolution highlights how much the competitive landscape has changed since I last used rival devices.
However, one persistent annoyance with Roku is the inclusion of dedicated service buttons on the remote. These buttons, advertising specific streaming services, are frustrating, particularly as I only use one of the four and there’s no option to customize their function.
Transitioning to the Fire TV Stick 4K Max: A Period of Adjustment
After spending over two weeks with the Fire TV Stick 4K Max, my primary takeaway is the increasingly narrow gap between Fire Sticks and Roku devices. All major streaming apps are readily available on both platforms, and the app usage experience is virtually indistinguishable.
Were Roku to disappear, transitioning to a Fire TV Stick would be manageable. However, my preference for the Roku experience remains strong, primarily due to Amazon’s interface design.
The Amazon interface continues to be a significant drawback. It feels heavily geared towards promoting Amazon content, relegating third-party apps to minimal screen real estate. The initial setup process itself included prompts to subscribe to Prime Video or Amazon Kids Plus – before even reaching the home screen.
The home screen is dominated by a large content banner ad, followed by a small, quick-launch app menu, recently used apps, and watch recommendations, including live streams. While potentially useful, these elements seem prioritized over user-installed content.
Further scrolling reveals an extensive array of sponsored content and recommendations, mostly promoting Amazon streaming services or its digital store. While content from services like Paramount Plus, Pluto TV, and Britbox occasionally appears, the overall emphasis is clear.
This approach might appeal to users seeking viewing suggestions and open to Amazon’s paid content ecosystem. However, for those who prefer direct access to their chosen apps, it’s less ideal and echoes my initial reasons for avoiding Fire TV devices.
The Roku system, in contrast, prioritizes your streaming apps, with ads appearing more subtly on the side.
Another adjustment was the Fire TV remote layout. The absence of a dedicated rewind button, a staple on Roku remotes, and its replacement with the back button in a similar location, led to accidental menu returns when intending to rewind.
Content skipping is still easily achieved by using the navigation wheel, similar to Roku, allowing for quick jumps backward or forward. However, the initial period required retraining muscle memory and resulted in a few user interface mishaps.
Fire TV Sticks: Notable Advantages in Voice Control
Despite interface preferences, Fire TV Sticks do offer advantages. The Fire TV Stick 4K Max includes the Alexa voice remote, enabling voice control for content searching and device operation with minimal setup.
Roku’s voice search, while present, is less refined and can struggle with voice recognition. Roku also offers limited Alexa integration via separate Echo devices, allowing for smart home and TV control. However, setup is complex, and voice commands often require clarification.
Personally, voice control isn’t a primary feature I utilize, whether for TVs, smart home devices, or other tech. I prefer physical remotes or app-based remote interfaces, both of which are available for Roku and Fire TV.
Alexa integration is arguably the most significant advantage of Fire TV Sticks over Roku. However, for users like myself, who prioritize a clean interface and direct app access over voice control, this advantage doesn’t outweigh the interface drawbacks.
Final Verdict: Roku Retains Its Edge
Currently, streaming devices are largely homogenous in performance. The functional difference between Roku and Fire TV Stick in terms of speed and streaming quality is negligible. The primary differentiator in viewing services like Disney Plus on either platform is essentially the remote control and the home screen experience.
The home screen interface presents the most stark contrast. While Roku includes advertising, Amazon Fire TV’s advertising approach is significantly more aggressive. While understanding the desire to promote Amazon content, the sheer volume and intrusiveness of the promotion are overwhelming.
A more restrained approach would likely be more effective. Until Amazon dials back the heavy content pushing, Roku remains my preferred streaming platform—assuming no even cleaner and equally affordable alternative emerges.
Read next: Consider exploring our comprehensive reviews of other streaming devices to make the best choice for your needs.
