Every couple of years I like to take the most popular streaming box platforms and put them head-to-head. In my latest video, I compare Apple TV, Roku, Amazon Fire TV, and a Google TV-powered Onn box. Setting them up side-by-side offered a firsthand look at what makes each platform unique.
Apple TV has always been known for its clean, straightforward interface, and that’s still true. It’s all about the apps here, with minimal ads or content suggestions on the home screen. If you’re deep into the Apple ecosystem, Apple TV feels natural, especially since you can set it up to display your photos in the background. I’m not met with random promos or suggestions, just a rotating view of my photos. The Apple TV does come with a higher price tag, but it feels like that’s partly because they’re not relying as heavily on ads to make up the cost.
Google TV, which I tested on an Onn box, really leans into recommendations. Google pulls from your viewing habits and other things it knows about you to suggest movies and shows. It’s personalized to the point where even my own YouTube content was recommended back to me! Google TV gives you room for apps and has a nice user profile setup, making it ideal if multiple people are using it and want separate recommendations. But there’s a lot of promotional placements integrated into the interface.
Amazon’s Fire TV is where things start to feel busier. Since it’s an Amazon product, it’s heavily integrated with Prime content, which works out if you’re already a Prime subscriber. The home screen is packed with ads, recommendations, and Amazon’s own content. You get a row of a few favorite apps at the top, but overall, it feels like Amazon’s trying to keep you within its ecosystem. If you don’t mind this and want easy access to Amazon’s library, Fire TV could work well.
Roku’s interface is the middle ground between Apple’s app-centric approach and Amazon & Google’s ad heavy interfaces. Roku hasn’t changed too much since it debuted, which is great if you’re used to it. It’s simple, straightforward, and easy to navigate, though there are more ads now than there used to be. You get live TV options, streaming channels, and even a curated “Featured Free” section that offers a ton of free content without needing a subscription.
One big difference between each is how each device handles free content. Apple TV doesn’t offer much in the way of free options, but you can install apps like Pluto TV or Plex (which sponsored this comparison video) for free content. Roku, on the other hand, is big on free streaming and live channels with plenty of live and on-demand options. Amazon and Google TV also offer live channels through their own platforms.
For households with multiple users, profiles can make or break the experience. Google TV, Fire TV and Apple TV let you set up individual profiles, so each person can have their own recommendations and watch history. But if each family member is not diligent about logging themselves in, watch history and recommendations quickly get messed up. This happens in my house. Roku, unfortunately doesn’t offer different profiles.
The kid-friendly features also vary widely. Google TV’s kids’ profile was the most impressive, offering a separate, safe environment for kids with no upcharges. Fire TV also has a decent kids’ section, but a lot of its content is behind a subscription that is above and beyond what you’re already paying for with a Prime account. Apple TV takes a different approach by setting restrictions across the account, which apply to all devices in the Apple ecosystem, and Roku’s offering is limited to its kid channel without much else in terms of parental controls.
All four platforms have some gaming options but none of these devices are designed as gaming consoles. Apple TV has the most gaming potential under the hood, but the library of games is mostly limited to TV ports of popular iPhone and iPad games. Fire TV and Google TV each have android mobile games that run on the television and Roku has some very limited games that work with the remote control. If you’re serious about gaming, it’s worth looking at an Xbox, PlayStation, or even a Nintendo Switch, as these all offer streaming options and much better gaming libraries. One area we didn’t explore is game streaming which is something I may cover in the future.
If you’re considering one of these for an older TV that doesn’t support 4K or HDR, the lower-cost Roku or Fire TV models are good choices. They provide solid streaming without the need for high-end hardware features. For newer 4K HDR TVs, investing in a device that supports those formats can make a noticeable difference in quality.
In the end, each of these devices has its strengths. Apple TV shines if you prefer an ad-free, app-centric interface and are already invested in the Apple ecosystem. Roku is affordable and packed with free content. Fire TV is great if you’re in Amazon’s ecosystem, and Google TV offers an impressive level of personalization. Depending on your needs, any one of these could be a good fit.