The company behind your favourite streaming gadget could be about to take a much more prominent role in every part of your home. That's according to new research published by Hub Entertainment Research, which found that Roku now powers 55% of streaming devices in US households, with Amazon's Fire TV just behind at 35%.
Roku and Amazon both offer standalone set-top boxes that plug into the HDMI port and enable viewers to access thousands of streaming services, games, and apps on the big screen. The same operating system is also available preinstalled on Smart TVs – offering the same experience without the need to connect an extra device.
It's these Fire TVs and Roku-powered Smart TVs that could become the "brain" of the smart home, researchers believe. The research comes as Amazon just unveiled its first so-called Lifestyle TV that transforms into a painting when it's not in use, avoiding the unsightly black rectangle on the wall.
Jason Platt Zolov, Senior Consultant for Hub, said, "TVs are the biggest screen and are best positioned to be 'the brain' to help coordinate things across the home. Leading TV operating systems have an opportunity to develop enhanced AI-partnerships across devices that will only make consumers happier."
With built-in access to streaming platforms, voice assistants, and smart home controls, Smart TVs can allow you to manage lighting, security cameras, and even thermostats from one screen.
Roku is one of the most popular streaming platforms, similar to the FireOS platform that powers Fire TV Sticks. You'll find it built into many smart TVs, or you can grab a standalone streaming stick that plugs into your telly. | ROKU PRESS OFFICEThe study highlights that Artificial Intelligence (AI) features in smartphones and televisions are a major driver of interest, generating significantly more attention than AI applications in larger household appliances such as refrigerators or washing machines.
Roku has integrated several features incorporating AI throughout its TVs and streaming sticks. Roku Voice, which allows you to control your device with spoken commands via voice-enabled commands, is getting an AI-integrated refresh. You can now ask even more questions like "What's the Barbie movie about?" or "How scary is The Shining?"
This is similar to the recently launched Alexa+ in the UK, which can be found on Amazon smart devices like the Fire TV and Fire TV sticks.
It's an overhaul to the original Alexa, a now more chatty assistant designed to answer general knowledge questions, set timers, manage your calendar, play radio stations and podcasts, queue up playlists from Spotify or Apple Music, and connect to your other smart home devices, to name just a few features.
You can ask Alexa+ to start playing a movie like Hamnet, on your Fire TV and ask for more information about the film | AMAZON PRESS OFFICE | GBN Plus, with the Fire TV Smart Home dashboard, you can monitor your home by viewing live camera feeds directly on your TV screen. Whether it's a security camera at the front door, a baby monitor, or a smart doorbell, all your camera views can be displayed in one place for quick and easy access.
Roku offers smart cameras in the US, and they can also be controlled via your smart TV. However, there has not yet been any confirmation whether these cameras will be expanded to the UK.
In addition to cameras, Smart TVs can connect to even more smart devices right from your TV. For example, Samsung acquired SmartThings in 2014. This platform lets you control, monitor, and automate smart devices like lights, cameras, appliances, and sensors from its app.
With Samsung’s Smart Hub Dashboard, you get an interface that shows all your connected devices in real-time, providing you with full control at a glance. From adjusting the brightness of your smart lights to checking the status of your smart door locks or controlling your smart thermostat, you can do it all without switching between multiple apps or devices.
This functionality is now built into all Samsung smartphones and TVs.
Apple also offers its own version. With the Apple HomeKit integration, Apple TV allows you to control compatible smart devices with ease, whether it's adjusting lighting, setting thermostats, or checking your home security cameras.
Its Siri voice commands make it even easier to interact with the system, offering hands-free control over your home environment. Apple TV’s seamless integration with the broader Apple ecosystem also means you can use your iPhone or iPad as additional controllers for your smart home devices.
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Additionally, Hub Entertainment Research found that 61% of US internet households now use their Smart TV as their primary streaming device, per market researcher Parks Associates. The reason? Hub also found that Prime Video and The Roku Channel are increasingly serving as a centralised hub from a single ecosystem. You can access other streaming platforms like Netflix, Disney +, and Paramount+.
New channels and shows are consistently being added to these platforms — giving you a wider range of options. Roku is giving millions access to five new channels for free. It also added a total of 40 new channels at no extra cost late last year.
You can transform your smartphone into a backup remote control with the Fire TV app for when you (inevitably) lose the real remote down the back of the sofa.
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Each of these platforms is also easily accessible via their own streaming apps — making it convenient on your commutes or during holiday travel. Amazon just gave its Fire TV app a sleek new design.
In its App Store listing, the US retailer describes the Fire TV app as your "entertainment sidekick," letting you browse titles and see personalised recommendations from across your streaming services based on viewing history.
From the data published by Home Entertainment Research, it’s clear that Smart TVs are rapidly becoming the central hub of the modern home, transforming the way we interact with technology. With the evolution of platforms like Fire TV, Apple HomeKit, and Samsung Smart TV, these devices are no longer just for watching content — they now serve as powerful control centres for your entire smart home ecosystem.
While Roku offers useful features like voice search, private listening via mobile app, and screen mirroring, it remains to be seen if it will expand its integration with other smart home devices to the extent seen in Samsung and Fire TV. Roku’s current focus on entertainment-related features gives it a strong foothold, but greater home automation integration remains to be seen.
As the lines between entertainment, smart home management, and security continue to blur, the Smart TV is poised to be an even more integral part of our connected future.