Insights
August 25, 2025
How many Americans have Amazon Fire TV? (Q3 2025)
Over 50 million U.S. households use Fire TV. Here's what advertisers need to know.
Table of Contents
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250M+
Fire TV devices sold globally
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14%
North American CTV market share
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36%
U.S. connected TV user share
Amazon Fire TV has emerged as one of the dominant streaming platforms in American homes, with over 250 million devices sold globally as of late 2024 and approximately 36% of U.S. connected TV users accessing content through Fire TV devices, according to Business Wire. For advertisers, Fire TV represents a massive audience of engaged streamers who can be reached through targeted CTV campaigns that leverage Amazon's sophisticated advertising technology.
What the data shows
Amazon's Fire TV platform has grown significantly since its 2014 launch, becoming the second-largest streaming device ecosystem in the United States behind Roku. According to Business Wire, Amazon reported selling over 200 million Fire TV devices globally by March 2023. By late 2024, this figure had grown to over 250 million units, demonstrating continued strong adoption despite increasing competition from smart TV operating systems.
Fire TV's U.S. market presence is substantial, with approximately 36% of American CTV users accessing streaming content through Fire TV devices. This positions Fire TV as a critical advertising channel for businesses seeking to reach streaming audiences. The platform's integration with Amazon's broader ecosystem creates unique advertising opportunities unavailable on competing platforms.
Amazon has expanded the Fire TV brand beyond standalone streaming sticks and boxes to include Fire TV Edition smart TVs from manufacturers like Toshiba, Insignia, and Pioneer. These integrated televisions have driven additional growth as budget-conscious consumers choose Fire TV Edition models for their combination of value and streaming functionality.
The Fire TV platform supports virtually every major streaming service, including Netflix, Disney+, Hulu, HBO Max, and of course Amazon's own Prime Video. This universal app availability means Fire TV users can access the complete streaming ecosystem through a single device, making Fire TV a primary television interface for many households.
Amazon's free ad-supported streaming service, Freevee (formerly IMDb TV), is prominently featured on Fire TV devices, creating substantial advertising inventory. Freevee offers movies, TV series, and original content supported entirely by advertising, with Fire TV serving as a primary distribution channel for this ad-supported content.
Understanding Fire TV's position connects to broader connected TV advertising trends and streaming TV viewing patterns in American households.
Breaking down the numbers
By device type
Amazon offers multiple Fire TV device types, each attracting different user segments with varying engagement patterns and advertising opportunities.
Fire TV Stick represents the entry point to the Fire TV ecosystem, with affordable price points (often under $30 during sales) driving mass adoption. These devices connect to any TV with an HDMI port, converting older televisions into smart TVs. The Fire TV Stick Lite and standard Fire TV Stick attract budget-conscious consumers seeking basic streaming functionality.
Fire TV Stick 4K and Fire TV Stick 4K Max target viewers with 4K televisions who want premium streaming quality. These devices support Dolby Vision, Dolby Atmos, and other advanced features that enhance the viewing experience. Users of these devices tend to be more engaged and affluent than basic Stick users.
Fire TV Cube represents Amazon's premium streaming device, combining Fire TV functionality with hands-free Alexa capabilities. The Cube can control compatible TVs, soundbars, and other devices through voice commands. This premium device attracts tech-forward households willing to invest in smart home integration.
Fire TV Edition smart TVs bundle Fire TV functionality directly into the television, eliminating the need for external streaming devices. These televisions, manufactured by partners like Toshiba and Insignia, have expanded Fire TV's reach into the entry-level smart TV market. Price-conscious shoppers often choose Fire TV Edition models for their value proposition.
By content consumption
Fire TV users consume content across multiple streaming services, creating diverse advertising opportunities across different viewing contexts.
Prime Video represents a significant portion of Fire TV viewing, with Amazon's streaming service prominently positioned on the Fire TV interface. Prime Video's introduction of advertising in early 2024 created substantial new inventory available to advertisers through Amazon's advertising platform.
Freevee (Amazon's free ad-supported service) attracts viewers seeking no-cost entertainment, creating advertising inventory accessible to businesses of all sizes. The service offers movies, TV series, and original content supported entirely by advertising, with no subscription required.
Third-party streaming apps like Netflix, Hulu, Disney+, and others account for substantial Fire TV usage. While advertising on these services varies (some are ad-free, others offer ad-supported tiers), Fire TV's interface creates advertising touchpoints before users launch their chosen streaming app.
Live TV services, including YouTube TV, Hulu + Live TV, and Amazon's News app, serve cord-cutters seeking live content. These services offer both subscription and advertising revenue models, with Fire TV users increasingly choosing live TV alternatives to traditional cable.
By user demographic
Fire TV's broad device portfolio attracts users across demographic segments, though certain patterns emerge in platform adoption and usage.
Budget-conscious households gravitate toward Fire TV's affordable pricing, particularly during Amazon's frequent promotional periods. Fire TV devices often sell for under $25 during Prime Day and holiday sales, attracting price-sensitive consumers who might not otherwise purchase dedicated streaming devices.
Amazon Prime members show high Fire TV adoption, given the natural integration between Prime membership and Fire TV's interface. Prime Video's prominent positioning and exclusive content drive Prime member engagement with Fire TV devices.
Tech-forward households appreciate Fire TV's integration with Alexa and Amazon's smart home ecosystem. Users with Echo devices and Ring doorbells often choose Fire TV for its seamless integration with their existing Amazon devices.
Younger adults (18-44) represent Fire TV's core demographic, with this age group showing the highest streaming device adoption rates. However, Fire TV's intuitive interface has also attracted older users transitioning from cable to streaming.
Fire TV Stick: Entry-level device, most popular Fire TV product
Fire TV Stick 4K: Mid-tier with 4K/HDR support for better picture quality
Fire TV Cube: Premium device with hands-free Alexa and faster processing
Fire TV built-in: Fire TV OS integrated directly into smart TV brands
Why it matters for your business
Fire TV's massive installed base and sophisticated advertising capabilities create significant opportunities for businesses of all sizes. Understanding the platform helps businesses develop effective TV advertising strategies.
For local businesses, Fire TV advertising provides access to engaged streaming audiences in specific geographic markets. Amazon's advertising platform supports geographic targeting that allows local businesses to reach Fire TV users within their service areas. A local restaurant or service provider can target Fire TV viewers within a defined radius without paying for national reach.
Amazon's first-party data advantages create targeting capabilities unavailable on competing platforms. Fire TV advertising can leverage Amazon shopping data, creating opportunities to reach consumers based on purchase history and shopping intent. A home improvement retailer can target Fire TV viewers who have recently purchased related products on Amazon.
Local TV advertising through Fire TV reaches engaged streaming audiences, including restaurant customers, dental patients, and auto buyers in local markets.
The introduction of advertising on Prime Video in 2024 dramatically expanded Fire TV's advertising inventory. Prime Video's substantial viewership now includes advertising opportunities that reach Amazon's most engaged customers. This premium inventory complements existing Freevee and third-party app advertising options.
How to take advantage of this trend
Businesses can access Fire TV advertising through several pathways, depending on budget, expertise, and campaign objectives.
For most small businesses, programmatic CTV platforms provide the most accessible entry point to Fire TV inventory. Platforms like Adwave aggregate streaming inventory across Fire TV and other devices, allowing advertisers to reach CTV audiences with budgets starting as low as $50. These platforms handle the technical complexity while providing targeting and measurement capabilities.
Amazon's own advertising platform (Amazon DSP) offers direct access to Fire TV inventory with advanced targeting capabilities. Businesses with larger budgets and in-house expertise can leverage Amazon's first-party data for sophisticated audience targeting. Amazon DSP typically requires higher minimum investments than programmatic alternatives.
Consider Fire TV as part of a broader streaming strategy rather than a standalone channel. Fire TV users typically access multiple streaming services, so campaigns reaching audiences across platforms often outperform single-device approaches. A diversified streaming strategy ensures comprehensive reach.
Quality creative matters on streaming platforms like Fire TV. Ensure your advertising creative meets production standards appropriate for television viewing. With platforms like Adwave, AI-generated creative can achieve broadcast-quality production without traditional production costs.
Test targeting approaches to identify what works best for your business. Fire TV supports geographic, demographic, interest-based, and Amazon shopping behavior targeting. Testing reveals which combinations drive the best results for your specific objectives.
Access Prime Video viewers: Fire TV users often have Prime subscriptions
Leverage Amazon targeting: Amazon purchase data enables precise audience targeting
Reach value-conscious buyers: Fire TV users often seek affordable streaming options
Consider Freevee inventory: Amazon FAST service built into Fire TV interface
The bigger picture
Amazon's streaming strategy
Amazon views Fire TV as a critical component of its broader ecosystem strategy. The platform drives Prime membership engagement, creates advertising revenue opportunities, and provides a distribution channel for Prime Video and Freevee content. Amazon's willingness to sell Fire TV devices at minimal margins reflects the long-term value the company sees in platform adoption.
The introduction of advertising on Prime Video in 2024 signaled Amazon's increasing focus on advertising revenue. Fire TV serves as the primary delivery mechanism for this advertising, making device adoption directly valuable to Amazon's advertising business. This alignment of incentives suggests Amazon will continue investing in Fire TV growth.
Competitive landscape
Fire TV competes primarily with Roku in the external streaming device market and with smart TV operating systems like Samsung Tizen, LG webOS, and Google TV. Roku maintains the largest installed base in the United States, though Fire TV's aggressive pricing and Amazon ecosystem integration have driven competitive growth.
The streaming device market increasingly competes with integrated smart TV operating systems. As smart TVs improve and prices decline, some consumers may skip external streaming devices entirely. However, Fire TV's upgrade path and ecosystem integration provide reasons for consumers to choose Fire TV even when smart TV functionality is available.
Advertising technology evolution
Amazon continues investing in Fire TV advertising capabilities, including improved measurement, attribution, and targeting features. The company's advertising technology advantages, derived from shopping data and Prime membership insights, position Fire TV advertising as increasingly sophisticated.
New ad formats and interactive capabilities continue expanding Fire TV advertising options. Shoppable ads that allow direct purchases through Fire TV represent the convergence of Amazon's retail and advertising businesses. These innovations create advertising opportunities unavailable on competing platforms.
What experts are saying
Industry analysts have noted Fire TV's significant market position and Amazon's advertising ambitions for the platform.
Media analysts highlight Amazon's data advantages as a key differentiator for Fire TV advertising. The ability to target based on shopping behavior and measure advertising impact on purchase activity provides accountability unavailable through other CTV platforms.
Advertising industry experts point to Prime Video's advertising launch as a watershed moment for Fire TV. The combination of premium content and sophisticated targeting creates advertising opportunities that rival or exceed traditional television.
Retail analysts note Fire TV's role in Amazon's broader commerce strategy. The platform creates touchpoints for advertising, shopping, and entertainment that reinforce Amazon ecosystem engagement and Prime membership value.
Common questions answered
How many Americans have Fire TV?
Approximately 36% of U.S. connected TV users access content through Fire TV devices. With over 250 million devices sold globally, Fire TV represents one of the largest streaming device ecosystems in the world. The platform's substantial U.S. presence makes it essential for comprehensive CTV advertising strategies.
Is Fire TV bigger than Roku?
Roku maintains a larger installed base in the United States, though Fire TV has grown its market share significantly. Globally, Fire TV's 250+ million devices may exceed Roku's installed base. Both platforms are essential for comprehensive CTV advertising reach.
Can small businesses advertise on Fire TV?
Yes. Small businesses can reach Fire TV audiences through programmatic CTV platforms that aggregate streaming inventory. Geographic targeting allows local businesses to reach viewers in their service areas with budgets starting as low as $50.
What is Amazon Freevee?
Freevee (formerly IMDb TV) is Amazon's free ad-supported streaming service available on Fire TV and other platforms. The service offers movies, TV series, and original content supported entirely by advertising, with no subscription required. Freevee creates advertising inventory accessible to businesses of all sizes.
Does Prime Video have ads on Fire TV?
Yes, since early 2024 Prime Video includes advertising for most Prime members. Members can pay an additional fee to remove ads, but the default experience now includes advertising. This change dramatically expanded Fire TV's premium advertising inventory.
What makes Fire TV advertising different?
Fire TV advertising can leverage Amazon's shopping data for targeting, creating capabilities unavailable on other platforms. Advertisers can target based on purchase history, shopping intent, and Prime membership status. Measurement can also connect advertising exposure to Amazon purchase activity.
Supporting data
Additional context on Amazon Fire TV ownership and advertising opportunities:
Global Fire TV devices sold: 250+ million (Business Wire, late 2024)
U.S. CTV user share: ~36%
Fire TV device types: Stick, Stick 4K, Stick 4K Max, Cube, Fire TV Edition TVs
Prime Video advertising launch: Early 2024
Freevee: Free ad-supported streaming available on Fire TV
Fire TV smart TV partners: Toshiba, Insignia, Pioneer, others
Market position: #2 streaming device platform (behind Roku in U.S.)
Typical promotional price: Under $25 during sales events
All sources linked above. Data current as of August 2025.
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