Why Many Video Publishers Think Roku Beats Amazon’s Fire TV Despite Growth in Active Users

“Amazon is surprisingly green when it comes to selling or swapping OTT promotional opportunities,” one executive says

Amazon’s Fire TV may have Roku beat on the number of monthly active users, but many U.S. video publishers say they are finding greater reach audience development opportunities on Roku.

In interviews with seven small and medium-sized streaming companies with monthly viewers from 100,000 to 10 million-plus, a reoccurring takeaway was that compared to Amazon’s Fire TV and Apple TV, Roku is winning their hearts — for now.

Three of the publishers noted that Fire TV is one of the fastest growing connected devices in terms of reach. “FireTV has improved over the past few months and has grown steadily month over month,” one publisher with several channels on both platforms said. “It’s closing the gap on Roku and we’re not 100% sure why. We think it’s because of increased consumer adoption of the platform overall. We’re not doing anything differently to drive the growth.”

(Amazon and Roku did not respond to requests for comment for this story.)

Still, the seven video publishers — who all declined to be identified to preserve their relationships with both companies — consistently noted…

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