Amazon Hearth TV hits a significant milestone that its rivals will not like

Amazon announced that its Fire TV platform now has 50 million monthly active users. This is a huge milestone for Fire TV, only available through Amazon’s proprietary Fire TV set-top boxes, streaming dongles, and third-party partnerships for a handful of Fire TV Edition devices that are fully software-powered . Unlike open source competitors like Plex and Kodi, there’s no way you can install Fire TV on any other box under your TV.

It’s an impressive statistic, though it lags a bit behind market leader Samsung, which has 160 million TVs powered by its own Tizen OS software.

Fire TV was launched six years ago to bring the battle to platforms similar to Google and Apple. Unlike Google’s hugely popular Chromecast gadgets, Amazon included a remote control and a beautifully designed menu with an emphasis on high-resolution graphics from shows and movies.

In response to the popularity of Fire TV and similar suggestions from Roku and Apple, Google was forced back in September to fix and launch a brand new Chromecast with Google TV that included a remote with voice control in the box for the program’s first time.

Emma Gilmartin, Head of Fire TV Europe, told Express.co.uk: “It’s great to see the success Fire TV had around the world in 2020, with so many exciting updates including the new Fire TV experience and launch from apps like NOW TV: We want Fire TV to be the best place to watch the most talked about content and we look forward to reinventing itself on behalf of our customers. “

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In addition to its own Prime Video subscription service, available as a standalone monthly subscription or as part of a £ 79 annual Amazon Prime membership, Amazon offers support for a number of competing options including Netflix, BBC iPlayer, Shudder, ITV Hub, All 4, Apple TV + and Disney +, to name a few.

Amazon also has its own program, which has added live sports coverage of the program to live sports coverage of the program’s premier, already popular shows like the award-winning The Marvelous Mrs. Maisel, the Grand Tour by ex-top gear trio Jeremy Clarkson, Richard Hammond and James May League and ATP tournaments.

“Over the past six years, Amazon has grown the Fire TV business from a simple streaming stick with a handful of apps to a global entertainment business,” said Amazon when Thurrott’s Paul Thurrott announced the milestone in a statement to technology journalist .com . “In 2020, Fire TV had more than 50 million monthly active users on its devices worldwide, indicating that customers are streaming more than ever before.”

Amazon has started making a new update available to Fire TV owners that revamped the user interface to make it easier to separate household recommendations, with multiple viewers watching on the same streaming dongle on the back of the TV. Fire TV viewers can now set up six profiles, each with their own viewing history, shortcuts to resume the series they are watching, and recommended shows based on their activity on the device.

While Prime Video has supported profiles for a while, the feature hasn’t been extended to the main menu of Fire TV Sticks and Fire TV Cube.

With the arrival of these new user profiles, these links are now divided according to who was logged in when going through a series. So if you only have a few episodes of Game Of Thrones and Industry but your partner has made it to the season finale, these will be shown separately and only shown if the correct person is signed in.

In addition to the profiles, Amazon has optimized the recommendations. After the update, a new Search tab will appear at the top of the interface. This is designed to bring together all of the box sets and movies that Amazon thinks you will like based on your previous ad. It will still contain recommendations from various streaming services – not just Prime Video. So expect new box sets from Disney +, Shudder, and Netflix too.

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