The following guide will compare Roku vs Firestick to determine what is the better streaming device in 2025.
Two of the most popular media devices on the market today are the Amazon Firestick and Roku.
While Roku dominates market share and is a reasonably priced option, recent financial reports reveal troubling practices from Roku that make the Amazon Firestick a smarter choice for most users.
After testing both devices for over 15 years, I’ve discovered why Roku’s business model works against consumers while the Firestick/Fire TV offers more value and customization.
Roku vs Firestick Quick Comparison
The Amazon Fire TV Stick wins our quick comparison of Roku vs Firestick thanks to superior side-loading abilities, ad-free experience, and user control.
While Roku boasts impressive revenue numbers, those profits come directly from your wallet through aggressive upselling and invasive advertising.
Here’s why smart cord-cutters choose the Amazon Firestick:
- Open Android operating system vs Roku’s closed platform
- Side-loading freedom to install thousands of third-party apps
- Better device variety across different price points
- Less advertisements during pause screens or startup
- Superior remote features with Alexa integration
For a more in-depth look at these devices we suggest visiting our Firestick 4K Max Review and our Roku Review & Setup Guide.
Operating System: Open vs Closed Platform
Fire OS runs on Android, providing complete flexibility. Users can install APK files from any source, use custom launchers to modify interface, access developer options for advanced features, root device for complete control (advanced users), and install VPN apps directly on device.
Fire TV OS
Roku OS operates as a completely closed platform. Users cannot install apps outside official store, customize the interface or modify settings, access developer options or advanced controls, configure VPN through router only, and must accept that the company controls every aspect of user experience.
Roku TV OS
This fundamental difference determines everything else about these devices. Android’s openness saves money while Roku’s restrictions increase costs.
Price Comparison Across Devices
While upfront prices appear similar, Firestick provides better long-term value through free content access via side-loading.
Fire TV Device Pricing
- Fire TV Stick Lite: $29.99 (1080p, basic remote)
- Fire TV Stick: $39.99 (1080p, Alexa remote)
- Fire TV Stick 4K: $49.99 (4K HDR, Alexa remote)
- Fire TV Stick 4K Max: $54.99 (4K HDR, Wi-Fi 6, gaming)
- Fire TV Cube: $139.99 (hands-free Alexa, ethernet)
Amazon Fire TV Sticks
Roku Device Pricing
- Roku Express: $29.99 (1080p, basic remote)
- Roku Express 4K+: $39.99 (4K HDR, voice remote)
- Roku Streaming Stick 4K: $49.99 (4K HDR, voice remote)
- Roku Streaming Stick 4K+: $69.99 (4K HDR, voice remote pro)
- Roku Ultra: $99.99 (4K HDR, ethernet, USB)
Roku Devices
Advertising & Revenue Models
Roku’s Q2 2025 earnings reveal troubling advertising practices. The company now shows pause ads with commercials appearing when you pause content, startup ads with advertisements before selecting apps, home screen ads where paid content dominates recommendations, and has filed HDMI ad patents for plans to insert ads over external devices.
Roku Ad Placements
While Amazon’s advertising isn’t as invasive as Roku, it’s still not great. However, users can remove ads completely with custom launchers and third-party apps often provide ad-free experiences.
Custom Launcher on Firestick
Remote Comparison
Fire TV Alexa Voice Remote
The Fire TV remote includes always-listening Alexa for hands-free control, TV power and volume controls, dedicated app buttons, voice search across all installed apps, smart home device control, Bluetooth connectivity for headphones, and Find My Remote feature through Alexa.
Fire TV Remote
Roku Voice Remote Pro
Roku’s remote offers button-activated voice search without hands-free capability, lost remote finder, private listening, rechargeable battery, channel shortcut buttons, basic TV power and volume controls, but no smart home integration.
Roku Remote
Alexa’s hands-free operation proves superior for daily convenience, especially when cooking or multitasking.
Storage Capacity & Expansion
Fire TV Storage
Fire TV devices offer 8GB internal storage on 4K models (4GB on Lite version), expandable storage via OTG cable and microSD cards, cloud storage for Amazon purchased content, app management tools to free up space, and USB storage support for media files.
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Roku Storage
Roku devices provide 4GB internal storage maximum across all models with no expansion options – internal storage only.
After system files, only 256MB remains available for channel installation, leading to frequent storage warnings with multiple channels installed. Users must delete channels to install new ones.
Storage becomes critical when installing multiple streaming apps, giving Fire TV a clear advantage.
Roku vs Firestick Technical Specs
Feature
Fire TV Stick 4K Max
Roku Streaming Stick 4K
Processor
Quad-core 1.8 GHz
Quad-core ARM Cortex A55
RAM
2 GB
1 GB
Storage
8 GB
4 GB
Wi-Fi
Wi-Fi 6 (802.11ax)
Wi-Fi 5 (802.11ac)
Bluetooth
5.0 + LE
4.2
4K Support
HDR10, HDR10+, Dolby Vision
HDR10, HDR10+, Dolby Vision
Audio
Dolby Atmos
Dolby Audio
Gaming
Luna Cloud Gaming
Basic casual games
Expandable Storage
Yes (OTG + microSD)
No
Fire TV’s superior hardware specifications translate to better performance, especially when running multiple apps or gaming.
App Stores & Available Content
Roku Channel Store
Roku offers extensive official content:
- 500,000+ movies and TV episodes across paid channels
- Netflix, Hulu, Disney+, HBO Max, Prime Video
- Peacock, Paramount+, Apple TV+, YouTube TV
- The Roku Channel with free ad-supported content
- Premium add-ons through channel subscriptions
- No side-loading – limited to official store only
Content quality remains high but costs add up quickly with multiple subscriptions.
Roku Channel Store
Fire TV Content Ecosystem
Amazon provides official apps plus unlimited side-loading:
Official Amazon App Store: All major streaming services receive support, Amazon Prime Video integration works seamlessly, Luna cloud gaming platform provides console-quality games, and music and podcast applications round out the entertainment options.
Sideloaded Content Options: Kodi serves as a complete media center solution, Stremio offers torrent-based streaming with add-ons, Cinema HD provides free movies and TV shows, BeeTV functions as a popular streaming APK, Live TV apps include IPTV services and sports streams, and gaming emulators like RetroArch bring classic consoles to your TV.
This flexibility saves hundreds annually compared to paying for multiple streaming subscriptions.
Amazon App Store on Fire TV
VPN Compatibility
One major advantage Fire TV holds over Roku involves VPN capabilities. Fire TV devices allow direct VPN app installation from the Amazon App Store.
Popular options include Surfshark, IPVanish, and ExpressVPN, all offering native Fire TV applications. Users can protect their streaming activity with just a few clicks, and the VPN runs directly on the device.
Roku devices cannot install VPN apps directly. The only VPN protection method requires configuring a VPN through your router, which protects all connected devices but demands technical knowledge and compatible router hardware. This router-level setup costs more and proves complicated for average users.
Surfshark VPN App on Firestick
When Roku Makes Sense
Roku works for users who:
- Never want to learn side-loading techniques
- Don’t mind paying for all streaming content
- Prefer the simplest possible interface
- Accept invasive advertising as normal
- Won’t use gaming or customization features
However, these users spend significantly more on streaming services over time.
The Best Streaming Alternative: Android TV/Google TV Boxes
While Fire TV Stick 4K Max wins this direct Roku vs Firestick comparison, our top recommendation is actually Android TV/Google TV boxes like the onn 4K Plus ($29.88).
Onn 4K Plus Device (See Full Review)
Android TV boxes surpass both Roku and Firestick by offering zero ads in the interface unlike both Roku and Fire TV, complete customization, more storage, future-proof side-loading, better hardware with more RAM and processing power, and ethernet ports for stable wired connections.
Amazon has been gradually limiting Fire TV customization options, making Android TV boxes the safer long-term choice for advanced users.
Roku vs Firestick – Final Thoughts
After 15+ years covering streaming technology, I’ve watched Roku transform from user-friendly pioneer into subscription-pushing profit machine. Meanwhile, Fire TV maintains focus on user control, though Amazon’s recent restrictions concern advanced users.
Choose Roku only if you’re comfortable paying premium prices for basic streaming while tolerating invasive ads. For most users, Fire TV Stick 4K Max provides better hardware and content options, but Android TV boxes offer the ultimate streaming freedom.
Do you prefer Roku or Firestick? Let us know your thoughts in the comments below!
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