Which is the leading TV platform worldwide? We are still not certain but Amazon – like Google and Roku – provided us with an update at CES 2022. Amazon is also bringing Fire TV to more cars, in 4K.

Fire TV is on fire
At CES 2022, Google claimed to have over 110 million monthly active Android TV and Google TV devices. Roku claimed to be the number 1 selling Smart TV OS in the US. Amazon said that it has sold over 150 million Fire TV devices worldwide.

Completely different metrics, but it's all we got.

And how many of these devices end up in a drawer somewhere? Perhaps the best metric we have is Conviva's "share of viewing time". Per Conviva's Q3 2021 report, Fire TV is still some way behind Roku but Amazon is catching up.

In 2021, Amazon introduced its first TVs, the Fire TV Omni and 4-series. It has also partnered with brands like Insignia, Toshiba and Pioneer to integrate the Fire TV platform into their TVs. There were no new partners announced at CES.


Fire TV in cars
At CES, Amazon announced that it is bringing Fire TV to more cars this year to compete with Apple CarPlay and Google Auto.

- "In Q4, Stellantis was the first automaker to integrate Fire TV and deliver in-car entertainment with the release of the all-new Wagoneer and Grand Wagoneer and will also bring this same experience to Jeep Grand Cherokee and Chrysler Pacifica," Amazon announced. "Additionally, Ford Explorer and Lincoln Navigator will bring Fire TV built-in to their 2022 models."


 BMW's Theatre Screen with Fire TV built-in

Amazon demonstrated a new kind of in-car experience with BMW's Theatre Screen with Fire TV built-in. It supports video, games, music and downloaded content while on the road but it requires a WiFi connection, the company said.

BMW's Theatre Screen is also the first Fire TV vehicle integration to support 4K video.

- "Since we first introduced Fire TV our mission has been simple: to be the go-to destination for all things entertainment for our global customers," said Amazon.