Fire TV hits 40 million users

There are now more than 40 million monthly active users of Fire TV devices, Amazon has said.

This latest figure is up 8% from the 37 million monthly active users Amazon announced in September.

Fire TV started life in 2014 as an inexpensive streaming stick, but the range has since been expanded to include the Fire TV Cube which promises hands-free TV control, Fire TV soundbars and full-blown TV sets.

Amazon’s statement also reinforces Fire TV’s lead ahead of Roku, which recorded 32.3 million monthly active device users in November.

Amazon will hope to see that figure increase significantly over the coming months and years, with it being previously reported that the company will look to expand Fire TV outside the UK and Germany.

The company at CES announced that its Fire TV soundbars will gain support for Dolby Atmos, HDMI switching, far-field microphones for Alexa and device control. At the show, Amazon also announced the expansion of its Fire TV Edition programme, with the scheme now being available to what it calls telecom operators, ‘certified solutions providers’ such as audio integrators and carmakers with BMW and Chrysler already signed up.