Google TV is winning by doing nothing as Fire TV and Roku self-destruct

Google TV is winning by doing nothing as Fire TV and Roku self-destruct

By Jon Fingas
Publication Date: 2026-09-28 12:30:00

Google TV is popular, but it hasn’t had an easy fight against Amazon’s Fire TV and Roku devices. It’s not hard to see why. Not only are there many Fire TV and Roku sets, but there’s also a wider variety of devices: there’s just one Google TV Streamer, but multiple Amazon and Roku media players.

However, Google is benefiting from a classic adage: never interrupt your enemy when they’re making a mistake. Amazon and Roku have both made decisions that have hurt their streaming hardware, making Google TV the most appealing option for many streaming video fans. Here’s how Google is leading by sitting still.

Others’ ads are even more annoying

Who knew Google TV would seem restrained?

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