As such, there’s really nothing to separate these two rival streaming gadgets. For example, £24.99 will get you a lightweight HDMI dongle capable of streaming 4K Ultra HD, with voice controls, support for HDR, and dedicated apps for the most popular streaming services, including Netflix, Prime Video, BBC iPlayer, ITV Hub, Apple TV+, Disney+, YouTube, NOW, BritBox and more.
That doesn’t mean there aren’t any differences between these two rival streaming sticks. Amazon’s Fire TV Stick 4K with Alexa Voice Remote, which usually costs £49.99, boasts a number of controls for your television on its remote, including a power button and volume controls.
That means you’ll be able to pick up one remote to power on your telly, adjust the volume, and find a new boxset to binge without worrying about juggling between remotes. That’s something you won’t find on the equivalent from Roku.
However, Roku Express 4K does have some advantages over its Amazon-designed counterpart.
First up, it has access to The Roku Channel, which offers popular boxsets and movies to stream for free. This channel, which is also available on Sky Q and NOW devices – but not Fire TV, is updated all of the time with new content, including exclusive rights to award-winning shows from now-shuttered US streaming service Quibi.
Amazon and Roku’s software lets you search across a number of the most popular streaming services, so you won’t accidentally rent a movie that’s included in one of your subscription plans. Fire TV will suggest now shows based on your viewing history, while the Roku interface is a little more basic with a grid of app icons filling your screen.
But when it comes to sheer volume of streaming apps and games, Roku has Fire TV beaten hands down.