Best Streaming Devices 2026: 12 Compared (24 Sources)
What are the best streaming devices in 2026?
Best Streaming Devices in the US — October 2026
Answer: CNET names the Roku Streaming Stick 4K the best streaming device for its enhanced HDR support and user-friendly interface, and CNN Underscored calls it its favorite streaming device. (Sources: cnet.com, cnn.com)
| Pick | Role | Price | US availability | Channel | KL score | Status |
|---|---|---|---|---|---|---|
| Roku Streaming Stick 4K | Best overall | $73.00 | Low stock · checked today | E-Tech Direct (unverified marketplace seller) | — | Buy |
| Roku Streaming Stick Plus (2025) | Best value | $47.49 | Not in stock · checked today | Rose & Habor (unverified marketplace seller) | — | Buy |
| Roku Streaming Stick HD (2025) | Best budget | $37.00 | Not in stock · checked today | Virello Distribution (unverified marketplace seller) | — | Buy |
| Google TV Streamer (4K) | Best for content discovery | $149.00 | In stock · checked today | Amazon.com (authorized retailer) | — | Buy |
| Apple TV 4K (3rd Gen, 64GB) | Best for Apple users | — | Not in stock · checked today | Amazon (no offer today) | — | Buy with caution |
| Amazon Fire TV Stick 4K Max (2nd Gen) | Best for Amazon households | $84.99 | In stock · checked today | Amazon.com (authorized retailer) | — | Buy |
| Roku Ultra (2024) | Best upgrade | — | — | — | — | buy link temporarily unavailable |
| Amazon Fire TV Cube (3rd Gen) | Best for hands-free voice control | $199.99 | In stock · checked today | Amazon.com (authorized retailer) | — | Buy |
| Apple TV 4K (3rd Gen, 128GB, Wi-Fi + Ethernet) | Alternative | — | Not in stock · checked today | Amazon (no offer today) | — | Buy with caution |
| Walmart Onn 4K Plus | Alternative | see retailer | Unknown · page confirmed live Oct 14 | walmart.com | — | Buy |
| NVIDIA Shield TV Pro | Alternative | — | Not in stock · checked today | Amazon (no offer today) | — | Buy with caution |
| Amazon Fire TV Stick 4K Plus (2025) | Alternative | $69.99 | In stock · checked today | Amazon.com (authorized retailer) | — | Buy with caution |
Why these picks
- Best value — Roku Streaming Stick Plus (2025): Tom's Guide calls the Roku Streaming Stick Plus (2025) the best option around right now, citing its fantastic 4K streaming and simple, slick UI. (Sources: tomsguide.com)
- Best budget — Roku Streaming Stick HD (2025): Engadget says the Roku Streaming Stick HD (2025) fits the bill for anyone without a 4K TV who needs only a capable HD streaming device. (Sources: engadget.com)
- Best for content discovery — Google TV Streamer (4K): Yahoo Tech says the Google TV Streamer (4K) has a fast, responsive interface with an impressive selection of live channels neatly organized into one guide. (Sources: tech.yahoo.com)
- Best for Amazon households — Amazon Fire TV Stick 4K Max (2nd Gen): CNN Underscored says the Fire TV Stick 4K Max is for people invested in Amazon's ecosystem, and Engadget says it has the fastest processor of any Fire TV Stick. (Sources: cnn.com, engadget.com)
- Best upgrade — Roku Ultra (2024): CNET says the Roku Ultra (2024) has seen upgrades including a new caching system for faster loading times and a new voice remote with USB-C charging. (Sources: cnet.com, cnn.com)
- Best for hands-free voice control — Amazon Fire TV Cube (3rd Gen): Trusted Reviews says the biggest feature of the Amazon Fire TV Cube (3rd Gen) has always been its hands-free Alexa capabilities. (Sources: trustedreviews.com)
Market checked: 2026-10-18 · Region: United States · Products evaluated: 12 · Confirmed purchasable today: 5 · Sources reconciled: 24
Recommendations reviewed: 2026-10-10 · Prices checked: 2026-10-18 10:54 UTC · Release: R57
Best streaming devices for content discovery
Google TV Streamer (4K) — $149.00 · In stock · checked today · Amazon.com (authorized retailer)
Yahoo Tech says the Google TV Streamer (4K) has a fast, responsive interface with an impressive selection of live channels neatly organized into one guide. (Sources: tech.yahoo.com)
Best streaming devices for Amazon households
Amazon Fire TV Stick 4K Max (2nd Gen) — $84.99 · In stock · checked today · Amazon.com (authorized retailer)
CNN Underscored says the Fire TV Stick 4K Max is for people invested in Amazon's ecosystem, and Engadget says it has the fastest processor of any Fire TV Stick. (Sources: cnn.com, engadget.com)
Best streaming devices for hands-free voice control
Amazon Fire TV Cube (3rd Gen) — $199.99 · In stock · checked today · Amazon.com (authorized retailer)
Trusted Reviews says the biggest feature of the Amazon Fire TV Cube (3rd Gen) has always been its hands-free Alexa capabilities. (Sources: trustedreviews.com)
TL;DR
Top pick: Roku Streaming Stick 4K — CNET, CNN Underscored and NBC Select each name it their best streaming device overall, more outlets than name any other device: a 4K stick with Dolby Vision and HDR10+, Roku's simple grid of apps and a long-range Wi-Fi receiver built into its power cable. Wirecutter and Engadget put the Google TV Streamer (4K) first instead. [src1, src2, src4, src8, src9]
Best value: Roku Streaming Stick Plus (2025) — Tom's Guide's best streaming device overall, and the Roku with "the best mix of features for the price" in Engadget's words: 4K with HDR10+, powered from the TV's USB port, but no Dolby Vision. [src2, src3]
Best budget: Roku Streaming Stick HD (2025) — CNN Underscored's best budget streaming device and Engadget's budget runner-up: a 1080p stick for TVs that are not 4K. The Amazon listing we link had no purchasable offer when we checked on 2026-10-09. [src2, src9]
Best for content discovery: Google TV Streamer (4K) — Wirecutter's top pick and Engadget's best all-in-one streaming device, for a Google TV home screen that gathers what you are watching across services. Google raised its US price by half on 31 August 2026. [src1, src2, src15]
Best for Apple users: Apple TV 4K (3rd Gen, 64GB) — the Apple-user pick of Tom's Guide, CNN Underscored and Trusted Reviews, and What Hi-Fi?'s best streamer overall. MacRumors and 9to5Mac report that a new Apple TV 4K is expected to be announced on 13 October 2026, so check whether it has launched before you buy. [src3, src6, src7, src9, src12, src13]
Best for Amazon households: Amazon Fire TV Stick 4K Max (2nd Gen) — NBC Select's pick for Amazon households, CNN Underscored's best Fire TV device and CNET's fastest streaming device, with Wi-Fi 6E, Dolby Vision and Dolby Atmos. [src4, src8, src9]
Best upgrade: Roku Ultra (2024) — CNN Underscored's best upgrade, Engadget's best Roku streamer and Yahoo Tech's best streaming device overall: Roku's set-top box, with Wi-Fi 6, an Ethernet port and a backlit, rechargeable remote. [src2, src9, src10]
Best for hands-free voice control: Amazon Fire TV Cube (3rd Gen) — PCWorld's best streamer with voice control, Trusted Reviews' best for home cinema users and Tech Advisor's best smart-speaker combination, with hands-free Alexa and an HDMI input. [src5, src6, src11]
Summary
This revision changes the top pick, and the change follows the reviews. We read eleven testing outlets' current guides. Three of them — CNET, CNN Underscored and NBC Select — name the Roku Streaming Stick 4K their best streaming device overall, more than name any other device [src4, src8, src9]. Wirecutter calls it the best choice for Roku fans and anyone who prefers an HDMI stick, Trusted Reviews its best affordable 4K HDR streamer and Tech Advisor its best Roku streamer [src1, src6, src11]. The Google TV Streamer (4K), this card's previous top pick, is still Wirecutter's top pick and Engadget's best all-in-one streaming device [src1, src2], and other outlets recommend it for narrower jobs: Tom's Guide for live TV, CNET for Android users, CNN Underscored for smart homes, Yahoo Tech for Google users and What Hi-Fi? as its best Google TV streamer [src3, src7, src8, src9, src10]. It stays on this card as the pick for content discovery. Google raised its US price from $100 to $150 on 31 August 2026 [src15]. The Amazon listing we link had no purchasable offer when we checked on 2026-10-09; Google's US store listed it at $149.99 with a Buy button when we checked on 2026-10-10 [src16].
The Roku Streaming Stick Plus (2025) moves from the budget pick to the value pick. Tom's Guide, in a guide updated on 1 October 2026, now names it its best streaming device overall, and Engadget says it "has the best mix of features for the price" [src2, src3]. It lacks Dolby Vision, the reason CNET and Wirecutter prefer the Streaming Stick 4K [src1, src8]. The new budget pick is the Roku Streaming Stick HD (2025), which Roku sells as the Roku Streaming Stick: CNN Underscored's best budget streaming device and Engadget's budget runner-up, for TVs that are not 4K [src2, src9]. The Amazon Fire TV Stick 4K Plus (2025), this card's previous value pick, is not recommended by any outlet this card cites. CNN Underscored tested it and calls its interface "something to be endured rather than enjoyed" [src9], and Amazon announced on 30 September 2026 that a new third-generation Fire TV Stick 4K, which has no Dolby Vision and cannot decode Dolby audio, is replacing it [src19]. It stays on this card as an alternative.
Most of the prices printed in these reviews are out of date. During 2026 every major streaming brand raised its US list prices; Google and NVIDIA blamed rising component costs, including memory [src15, src20]. Apple's Apple TV 4K went from $129 to $199 and from $149 to $249 for the Ethernet model; Roku's Ultra from $99.99 to $149.99, Streaming Stick 4K from $49.99 to $79.99, Streaming Stick Plus from $39.99 to $59.99 and Streaming Stick from $29.99 to $39.99 [src17]. Amazon's Fire TV Stick 4K Max went from $59.99 to $84.99 and the Fire TV Cube from $139.99 to $199.99 [src18]; NVIDIA's Shield TV Pro from $199 to $299 [src20]. Retail prices can sit below list — the picks table above shows what Amazon charges today.
Apple is the other open question. MacRumors and 9to5Mac report that a new Apple TV 4K, the first since 2022, is expected to be announced on 13 October 2026, with a faster chip and Apple's new Siri, and MacRumors' buyer's guide tells readers not to buy the current model now [src12, src13]. The third-generation Apple TV 4K stays the pick for Apple users because it is the model every outlet here tested.
Top 12 Models Compared
Price is the latest Amazon price our daily check recorded for the listing we link; a dash means the check found no Amazon offer for it, or, for the Walmart-only Onn, that there is no Amazon listing (the picks table above has today's status). List price is the maker's US list price after the 2026 increases [src14, src16, src17, src18, src20, src21].
| Model | Price | List price | Resolution | HDR / Audio | Connectivity | Best For | Buy |
|---|---|---|---|---|---|---|---|
| Roku Streaming Stick 4K | $73.00 | $79.99 (Roku) | 4K | Dolby Vision, HDR10+, HDR10, HLG; Atmos passed through | Wi-Fi 5 with long-range receiver | Best overall | Check price |
| Roku Streaming Stick Plus (2025) | $47.49 | $59.99 (Roku) | 4K | HDR10+, HDR10; no Dolby Vision | Wi-Fi 5 | Best value | Check price |
| Roku Streaming Stick HD (2025) | $37.00 | $39.99 (Roku) | 1080p | No HDR | Wi-Fi 5 | Best budget (TVs that are not 4K) | Check price |
| Google TV Streamer (4K) | $149.00 | $149.99 (Google) | 4K | Dolby Vision, HDR10+, HDR10, HLG; Atmos | Wi-Fi 5, gigabit Ethernet, Thread | Content discovery | Check price |
| Apple TV 4K (3rd Gen, 64GB) | $290.00 | $199 (Apple) | 4K | Dolby Vision, HDR10+; Atmos | Wi-Fi 6 | Apple users | Check price |
| Amazon Fire TV Stick 4K Max (2nd Gen) | $84.99 | $84.99 (Amazon) | 4K | Dolby Vision, HDR10+; Atmos | Wi-Fi 6E | Amazon households | Check price |
| Roku Ultra (2024) | $99.00 | $149.99 (Roku) | 4K | Dolby Vision, HDR10+; Atmos | Wi-Fi 6, 100 Mbps Ethernet | Best upgrade | Check price |
| Amazon Fire TV Cube (3rd Gen) | $199.99 | $199.99 (Amazon) | 4K | Dolby Vision, HDR10+; Atmos | Wi-Fi 6E, Ethernet, HDMI input | Hands-free voice control | Check price |
| Apple TV 4K (3rd Gen, 128GB, Wi-Fi + Ethernet) | — | $249 (Apple) | 4K | Dolby Vision, HDR10+; Atmos | Wi-Fi 6, Ethernet, Thread | Apple users who want Ethernet | Check price |
| Walmart Onn 4K Plus | — | $49.98 (Walmart) | 4K | Dolby Vision; Atmos | Wi-Fi; no Ethernet | Google TV for less (Walmart only) | Check price |
| NVIDIA Shield TV Pro | — | $299 (NVIDIA) | 4K, with AI upscaling | Dolby Vision, HDR10; Atmos, DTS:X | Wi-Fi, gigabit Ethernet | Cloud gaming and upscaling | Check price |
| Amazon Fire TV Stick 4K Plus (2025) | $69.99 | $69.99 (Amazon) | 4K | Dolby Vision; Atmos | Wi-Fi 6 | Being replaced by Amazon | Check price |
Best for Each Use Case
Top Pick: Roku Streaming Stick 4K — Check price
CNET says "the Roku Streaming Stick 4K is the best streaming device due to its enhanced HDR support and user-friendly interface", CNN Underscored calls it "our favorite streaming device", and NBC Select names it its best overall pick, saying multiple staffers love it [src4, src8, src9]. It is a stick that plugs straight into the TV's HDMI port and can draw power from the TV's USB port; it supports Dolby Vision, HDR10+, HDR10 and HLG, and while it cannot decode Dolby Atmos itself, Wirecutter notes it passes Atmos through to a soundbar or receiver [src1]. CNN Underscored singles out the long-range Wi-Fi receiver built into its power cable, and Wirecutter its AirPlay 2 support and Roku's clean, customisable grid of apps [src1, src9]. The trade-offs are speed and search: Wirecutter found it "much slower to load apps, navigate tiles, and respond to voice queries" than its other picks, and its search less helpful than Google TV's; there is no Ethernet port [src1]. Roku raised its list price from $49.99 to $79.99 in July 2026 [src17]. The Amazon offer we tracked for the listing we link came from a marketplace seller rather than Amazon itself when we checked on 2026-10-09; the picks table above shows today's seller and price.
Best Value: Roku Streaming Stick Plus (2025) — Check price
Tom's Guide's best streaming device overall: "For most people, the best option is the Roku Streaming Stick Plus," for its excellent picture quality and a clean, simple interface [src3]. Engadget names it the best device for free and live content and says it "has the best mix of features for the price"; it hides behind the TV, takes power from a TV USB port, supports 4K, HDR and AirPlay 2, and its voice remote controls the TV's power and volume [src2]. Tech Advisor recommends it to "anyone who's after 4K streaming on a budget" [src11]. What it gives up is Dolby Vision and Dolby Atmos [src2, src3]. Wirecutter does not think saving about $10 against the Streaming Stick 4K is worth losing Dolby Vision, and Engadget notes it also drops the 4K stick's Wi-Fi extender [src1, src2]. Roku's list price rose from $39.99 to $59.99 in July 2026 [src17].
Best Budget: Roku Streaming Stick HD (2025) — Check price
Sold by Roku as the Roku Streaming Stick, this 1080p stick replaced the Roku Express in 2025 [src22]. CNN Underscored makes it its best budget streaming device: "The best way to smarten a 'dumb' TV," with a better design than the Express it replaces [src9]. Engadget, which names it its budget runner-up, says that if you don't have a 4K TV, "the $30 Streaming Stick fits the bill" — a price from before Roku raised its list price to $39.99 in July 2026 [src2, src17]. Wirecutter says it is identical in software and almost identical in performance to the Streaming Stick 4K but outputs 1080p and has no Dolby Vision [src1]. Buy it only for a TV that is not 4K. The Amazon listing we link had no purchasable offer when we checked on 2026-10-09; the Streaming Stick Plus, this card's value pick, was in stock at Amazon then.
Best for Content Discovery: Google TV Streamer (4K) — Check price
Wirecutter's top pick: "its modern interface, advanced search functionality, and ease of use set it squarely ahead of the competition." Its reviewer calls the box "bottled lightning" next to a smart TV's built-in software and preferred it to the Roku Ultra (2024), which felt sluggish by comparison [src1]. Engadget names it the best all-in-one streaming device: "The real reason to go for the Google TV Streamer is the helpful interface combined with performance that's faster than most of the sticks on the market" [src2]. Google TV puts the shows you are part-way through, from across your services, on one home screen [src1, src2]. It has 32 GB of storage and 4 GB of RAM, supports Dolby Vision, HDR10+ and Dolby Atmos, and has a gigabit Ethernet port, a remote-finder button and a Google Home hub with Matter and Thread [src1, src2, src9]. Wirecutter notes there is no Alexa, Siri or AirPlay 2 support, and What Hi-Fi? found its sound "dull and uninspiring"; PCWorld, alone among these outlets, says it "does little to distinguish itself from cheaper options" [src1, src5, src7]. Those verdicts were written at $100; after Google's August 2026 price rise, Google's US store listed it at $149.99 with a Buy button when we checked on 2026-10-10 [src16]. The Amazon listing we link had no purchasable offer when we checked on 2026-10-09.
Best for Apple Users: Apple TV 4K (3rd Gen, 64GB) — Check price
The third-generation Apple TV 4K (2022) is the Apple-user pick of Tom's Guide, CNN Underscored and Trusted Reviews, Engadget's best premium streaming device and PCWorld's best high-end streamer; What Hi-Fi? calls it "the best media streamer around right now" [src2, src3, src5, src6, src7, src9]. PCWorld says "No other streaming device can touch the Apple TV 4K's speed, fluidity, and overall feeling of classiness," and Tom's Guide found its A15 Bionic chip loaded apps faster than the Fire TV Cube and Roku Ultra [src3, src5]. It supports Dolby Vision, HDR10+ and Dolby Atmos, has an ad-free interface, and works best for people who already use an iPhone, AirPods or Apple Fitness+ [src2, src5]. CNET is less keen: for most people, it says, it "just isn't worth the money" [src8]. Two cautions. MacRumors reports that a new Apple TV 4K is expected to be announced on 13 October 2026, and its buyer's guide tells readers not to buy the current model now [src12]. And Apple raised its price from $129 to $199 in 2026 [src17]; Apple's US store listed it at $199 when we checked on 2026-10-10 [src14]. The Amazon listing we link had no purchasable offer when we checked on 2026-10-09.
Apple TV with Ethernet: Apple TV 4K (3rd Gen, 128GB, Wi-Fi + Ethernet) — Check price
NBC Select's best splurge and Yahoo Tech's pick for Apple users is this 128GB model rather than the 64GB one. NBC Select explains why: it has "double the storage space for apps, photos and games, plus ethernet support for fast, wired connectivity," and it works as a smart home hub with Thread built in [src4, src10]. Engadget notes the same Ethernet port and Thread hub [src2]. Apple raised its price from $149 to $249 [src17]; Apple's US store listed it at $249 when we checked on 2026-10-10 [src14]. The same caution about a new Apple TV 4K applies [src12]. The Amazon listing we link had no purchasable offer when we checked on 2026-10-09.
Best for Amazon Households: Amazon Fire TV Stick 4K Max (2nd Gen) — Check price
NBC Select's pick for Amazon households ("Amazon's fastest streaming stick"), CNN Underscored's best Fire TV streaming device and CNET's fastest streaming device, which says it "loads apps almost immediately" [src4, src8, src9]. Trusted Reviews says Prime customers "won't find a better streaming stick," Tech Advisor names it its best streaming stick overall, and What Hi-Fi? and Yahoo Tech make it their budget pick — Yahoo calls it "a premium streamer with a budget price" [src6, src7, src10, src11]. It supports Dolby Vision, HDR10+ and Dolby Atmos, connects over Wi-Fi 6E, has 16 GB of storage and an Ambient Experience screensaver mode, and plays Xbox Game Pass games through the cloud [src2, src10, src11]. The common complaint is that the Fire TV interface is crowded with ads and leans on Prime Video [src2, src9, src10]. CNN Underscored recommends the Roku Streaming Stick 4K over it for that reason [src9]. Amazon raised its price from $59.99 to $84.99 in August 2026 [src18]. With the Fire TV Stick 4K Plus and 4K Select being replaced by a Vega OS stick, the 4K Max is the last Fire TV stick on Amazon's Android-based Fire OS [src19].
Best Upgrade: Roku Ultra (2024) — Check price
CNN Underscored's best upgrade: "The latest Roku Ultra keeps everything we love about the fastest Roku device, but makes it even faster while also upgrading its wireless connectivity" [src9]. Yahoo Tech makes it its best streaming device overall, for "the ideal combo of intuitive interface, great hands-free control and support for all the important TV features," and Engadget its best Roku streamer: "If you're a fan of the Roku experience and want to get the most out of a higher-end TV, the Ultra is the set-top box to get" [src2, src10]. It adds Wi-Fi 6, a 100 Mbps Ethernet port, a USB port for local media, Dolby Vision, HDR10+ and Dolby Atmos, and a backlit, rechargeable Voice Remote Pro that responds to "Hey Roku" hands-free [src2, src10]. Wirecutter disagrees: it found the Ultra "substantially more sluggish" than the Google TV Streamer [src1]. Roku raised its list price from $99.99 to $149.99 in July 2026 [src17].
Best for Hands-Free Voice Control: Amazon Fire TV Cube (3rd Gen) — Check price
PCWorld's best streamer with voice control: "it's the only streaming device that you can control entirely by voice," with built-in far-field microphones for Alexa [src5]. Trusted Reviews makes it its best streamer for home cinema users — "a video streamer that knits your various home cinema kit together" — citing hands-free Alexa, an HDMI input for another device, Wi-Fi 6E, Dolby Vision, HDR10+ and Dolby Atmos [src6]. Tech Advisor's best smart-speaker combination: it doubles as an Echo Dot [src11]. CNN Underscored was less convinced, finding that "it feels like it's trying to be too much" [src9]. Amazon raised its price from $139.99 to $199.99 in August 2026 [src18].
Google TV for Less (Walmart Only): Walmart Onn 4K Plus — Check price
PCWorld's best media streamer for most people: "For just $30, the Walmart Onn Google TV 4K Plus delivers all the features that mainstream cord-cutters will need, including 4K video quality, Dolby Vision and Dolby Atmos support, a voice remote, and the intuitive Google TV interface" [src5]. PCWorld's guide was last updated in December 2025, before Walmart raised the price to $49.98 in May 2026 [src5, src21]. Its faults, per PCWorld, are a cluttered home screen and no Ethernet or USB-A ports [src5]. Onn is Walmart's own brand, sold only by Walmart [src21].
For Cloud Gaming and Upscaling: NVIDIA Shield TV Pro — Check price
Engadget's best streaming device for gamers: "The main reason you'd choose the NVIDIA Shield TV Pro over other machines is that it gives you access to NVIDIA's GeForce Now cloud gaming service." Its Tegra X1+ processor upscales 720p and 1080p video to 4K with AI, and it supports Dolby Vision, HDR10, Dolby Atmos and DTS:X, with 3 GB of RAM, 16 GB of storage and a gigabit Ethernet port [src2]. PCWorld hesitates to recommend a device more than five years old [src5]. On 2 October 2026 NVIDIA raised its price from $199 to $299; it had been out of stock at most retailers before that [src20]. The Amazon listing we link had no purchasable offer when we checked on 2026-10-09.
Being Replaced: Amazon Fire TV Stick 4K Plus (2025) — Check price
CNN Underscored tested it and found it "one of the cheapest ways to get 4K streaming with Dolby Vision and Atmos," but its performance "still isn't much to write home about" and the Fire TV interface "remains something to be endured rather than enjoyed"; it is not one of CNN's recommendations [src9]. Amazon raised its price from $49.99 to $69.99 in August 2026 [src18], and on 30 September 2026 announced a third-generation Fire TV Stick 4K ($59.99) that is replacing it; the new stick runs Vega OS, cannot sideload apps, has no Dolby Vision and cannot decode Dolby audio [src19]. The Fire TV Stick 4K Plus was in stock at Amazon when we checked on 2026-10-09. If you want Dolby Vision on a Fire TV stick, see the Fire TV Stick 4K Max above.
Head-to-Head Comparisons
Roku Streaming Stick 4K vs Google TV Streamer (4K)
This is where the outlets split. CNET, CNN Underscored and NBC Select pick the Roku stick for its simplicity, its app-centred home screen and its price; CNN Underscored prefers Roku's grid of apps and points people who want suggestions of what to watch to the Google TV Streamer instead [src4, src8, src9]. Wirecutter and Engadget pick the Google box because it gathers what you are watching across services and is faster [src1, src2]. The Google TV Streamer adds Ethernet and a smart home hub; the Roku stick hides behind the TV and works with AirPlay 2 [src1].
Pick the Roku Streaming Stick 4K if: you want a simple, inexpensive stick with Dolby Vision.
Pick the Google TV Streamer if: you subscribe to several services and want one home screen of what you are watching, or a Google Home hub.
Roku Streaming Stick 4K vs Roku Streaming Stick Plus (2025)
CNET calls the two nearly identical; the Streaming Stick 4K is the one to get if Dolby Vision matters to you [src8]. The Plus drops Dolby Vision and the 4K stick's Wi-Fi extender, and Roku lists it for $20 less [src2, src17]. Tom's Guide picks the Plus; Wirecutter says "we're just not sure who it's for" [src1, src3].
Pick the Streaming Stick 4K if: your TV supports Dolby Vision or your Wi-Fi is weak where the TV is.
Pick the Streaming Stick Plus if: you want the cheapest 4K Roku and your TV has no Dolby Vision.
Google TV Streamer (4K) vs Apple TV 4K (3rd Gen)
Both are set-top boxes with Dolby Vision and Dolby Atmos; both offer Ethernet and a Thread smart home hub, which on the Apple TV come only with the 128GB model [src1, src4]. Wirecutter finds the Apple TV 4K not much more powerful for streaming than the Google box and says it puts Apple's own content first; Engadget and CNET both find the Apple TV quicker [src1, src2, src8]. After the 2026 price rises the Apple TV 4K lists at $199 against the Google TV Streamer's $149.99 [src14, src16].
Pick the Google TV Streamer if: you use Android or Google Home, or want the most even-handed home screen.
Pick the Apple TV 4K if: you use an iPhone, iPad or Mac — and check first whether the new model has launched [src12].
Amazon Fire TV Stick 4K Max (2nd Gen) vs Roku Streaming Stick 4K
CNN Underscored recommends both sticks and prefers the Roku "as it's got a cleaner interface with fewer ads"; the Fire TV Stick 4K Max is for people invested in Amazon's ecosystem or who want to sideload apps Amazon's store does not carry [src9]. The Fire stick is faster, with Wi-Fi 6E and Dolby Atmos [src8, src9].
Pick the Fire TV Stick 4K Max if: you use Alexa and Prime Video.
Pick the Roku Streaming Stick 4K if: you want fewer ads and no ecosystem tie-in.
Roku Ultra (2024) vs Google TV Streamer (4K)
Wirecutter tested them side by side at the same $100 price and preferred the Google TV Streamer, finding the Ultra sluggish by comparison [src1]. Yahoo Tech, prizing simplicity, makes the Ultra its best streaming device overall [src10]. Both now list at about $150 [src15, src17].
Pick the Roku Ultra if: you want Roku's interface with Ethernet, hands-free voice and a rechargeable, backlit remote.
Pick the Google TV Streamer if: speed and content discovery matter more.
Decision Logic
If no other requirement is given
→ Roku Streaming Stick 4K: the best streaming device overall for CNET, CNN Underscored and NBC Select, with Dolby Vision, a simple interface and a long-range Wi-Fi receiver. [src4, src8, src9]
If the TV is not 4K
→ Roku Streaming Stick HD (2025): CNN Underscored's best budget streaming device, 1080p only. [src2, src9]
If you want the cheapest 4K Roku and the TV has no Dolby Vision
→ Roku Streaming Stick Plus (2025): Tom's Guide's best streaming device overall; it has no Dolby Vision. [src2, src3]
If you subscribe to several services and want one home screen of what you are watching
→ Google TV Streamer (4K): Wirecutter's top pick and Engadget's best all-in-one device; it lists at $149.99 after Google's 2026 price rise. [src1, src2, src16]
If you use an iPhone, iPad or Mac
→ Apple TV 4K (3rd Gen, 64GB), or the 128GB model for Ethernet and a Thread hub; a new Apple TV 4K is reported for 13 October 2026, so check whether it has launched first. [src3, src4, src9, src12]
If your home runs on Alexa
→ Amazon Fire TV Stick 4K Max (2nd Gen); for control entirely by voice, the Amazon Fire TV Cube (3rd Gen). [src4, src5, src9]
If you need a wired connection
→ Roku Ultra (2024), Google TV Streamer (4K), Apple TV 4K (3rd Gen, 128GB, Wi-Fi + Ethernet), Amazon Fire TV Cube (3rd Gen) or NVIDIA Shield TV Pro; no stick on this card has Ethernet. [src1, src2, src4, src10]
If you want cloud gaming and AI upscaling
→ NVIDIA Shield TV Pro, now listed at $299; for Xbox Game Pass cloud games on a stick, the Amazon Fire TV Stick 4K Max. [src2, src10, src20]
Key Market Trends (Q4 2026)
- Memory costs push prices up: Apple, Roku, Amazon, Google, Walmart and NVIDIA all raised US list prices on streaming devices during 2026; FlatpanelsHD attributes the increases to the rising cost of memory chips and puts them at up to 67% for Apple TV 4K, 60% for Roku, 43% for Fire TV and 102% for Walmart's Onn. [src15, src17, src18, src20]
- Amazon moves its sticks to Vega OS: The third-generation Fire TV Stick 4K ($59.99), announced on 30 September 2026, runs Amazon's own Vega OS instead of Android-based Fire OS, cannot sideload apps, has no Dolby Vision and cannot decode Dolby audio. It replaces the Fire TV Stick 4K Select and 4K Plus; the 4K Max is the last Android-based Fire TV stick. [src19]
- A new Apple TV 4K: MacRumors and 9to5Mac report it is expected to be announced on 13 October 2026 with an A19-class chip and Apple's new Siri, nearly four years after the current model. [src12, src13]
- Fox is buying Roku: Fox agreed on 15 June 2026 to buy Roku for $160 a share, an enterprise value of about $22 billion, expecting to close in the first half of 2027; the companies say they are "committed to continuing to operate Roku as an open, partner-friendly platform." [src24]
- Roku still leads with cord cutters: In Cord Cutters News' Cordie Awards poll, 55.7% chose Roku as their preferred streaming player, against 13% for Apple TV, 12.7% for Google TV and 12.2% for Fire TV. [src23]
- Roku replaced the Express line with sticks: In 2025 the HD Roku Streaming Stick and the 4K Roku Streaming Stick Plus replaced the Roku Express and Express 4K+. [src22]
- NVIDIA narrows the Shield line: NVIDIA has stopped making the tube-shaped Shield TV (2019), Tech Advisor's pick for high-quality streaming, leaving the Shield TV Pro, now $299. [src11, src20]
Important Caveats
- The outlets disagree on the single best device. CNET, CNN Underscored and NBC Select pick the Roku Streaming Stick 4K; Wirecutter and Engadget the Google TV Streamer (4K); Tom's Guide the Roku Streaming Stick Plus; Yahoo Tech the Roku Ultra; Tech Advisor the Fire TV Stick 4K Max; PCWorld the Walmart Onn 4K Plus; What Hi-Fi? the Apple TV 4K. This card's top pick is the device the most outlets name. [src1, src2, src3, src4, src5, src7, src8, src9, src10, src11]
- Most review prices predate the 2026 increases; for example, Engadget quotes $30 for the Roku Streaming Stick and PCWorld $30 for the Onn 4K Plus. Use the list prices in the table and the live prices in the picks table above. [src2, src5, src17, src21]
- What Hi-Fi?, Trusted Reviews and Tech Advisor test UK models at UK prices; their UK-only picks, such as Sky Stream and the Manhattan Aero, are not on this card. [src6, src7, src11]
- Roku is being acquired by Fox, with the deal expected to close in the first half of 2027. Both companies say Roku will stay an open, partner-friendly platform; the four Roku devices here carry an ownership change the others do not. [src24]
- Walmart Onn devices are sold only by Walmart; there is no first-party Amazon listing. Wirecutter's budget pick, the Onn Google TV 4K Pro, is not on this card: CNN Underscored lists it among devices it removed because they are no longer available for purchase. [src1, src9, src21]
- Streaming 4K needs a fast connection: What Hi-Fi? says 25 Mbps or faster for Ultra HD and at least 5 Mbps for Full HD, measured at the TV rather than at the router. [src7]
- A smart TV's built-in apps may be enough. A streaming device is worth adding when the TV's software is slow, missing apps, or lacks a format such as Dolby Vision that your TV panel supports.
Changes since our last ranking
- Amazon Fire TV Cube (3rd Gen) → Alternative → Best for a use case
- Amazon Fire TV Stick 4K Max (2nd Gen) → Alternative → Best for a use case
- Amazon Fire TV Stick 4K Plus (2025) → Best value → Alternative
- Apple TV 4K (3rd Gen, 64GB) → Alternative → Best for a use case
- Google TV Streamer (4K) → Best overall → Best for a use case
- Roku Streaming Stick 4K → Alternative → Best overall
- Roku Streaming Stick HD (2025) → Alternative → Best budget
- Roku Streaming Stick Plus (2025) → Best budget → Best value
- Roku Ultra (2024) → Alternative → Best for a use case
Source hierarchy
- Roku Streaming Stick 4K — Price: E-Tech Direct (checked 2026-10-18) · Testing: NBC Select, CNET, CNN Underscored, Wirecutter · Consensus: not available
- Roku Streaming Stick Plus (2025) — Price: Rose & Habor (checked 2026-10-18) · Testing: Tom's Guide, Engadget, Tech Advisor, Wirecutter · Consensus: not available
- Roku Streaming Stick HD (2025) — Price: Virello Distribution (checked 2026-10-18) · Testing: CNN Underscored, Engadget, Wirecutter · Consensus: not available
- Google TV Streamer (4K) — Price: Amazon.com (checked 2026-10-18) · Testing: Wirecutter, Engadget, CNN Underscored, PCWorld, What Hi-Fi? · Consensus: not available
- Apple TV 4K (3rd Gen, 64GB) — Price: not available · Testing: Engadget, Tom's Guide, PCWorld, Trusted Reviews, What Hi-Fi?, CNN Underscored, CNET, MacRumors · Consensus: not available
- Amazon Fire TV Stick 4K Max (2nd Gen) — Price: Amazon.com (checked 2026-10-18) · Testing: NBC Select, CNET, CNN Underscored, Trusted Reviews, What Hi-Fi?, Yahoo Tech, Tech Advisor, Engadget · Consensus: not available
- Roku Ultra (2024) — Price: not available · Testing: CNN Underscored, Engadget, Yahoo Tech, Wirecutter · Consensus: not available
- Amazon Fire TV Cube (3rd Gen) — Price: Amazon.com (checked 2026-10-18) · Testing: PCWorld, Trusted Reviews, Tech Advisor, CNN Underscored · Consensus: not available
- Apple TV 4K (3rd Gen, 128GB, Wi-Fi + Ethernet) — Price: not available · Testing: NBC Select, Yahoo Tech, Engadget, MacRumors · Consensus: not available
- Walmart Onn 4K Plus — Price: not available · Testing: PCWorld · Consensus: not available
- NVIDIA Shield TV Pro — Price: not available · Testing: Engadget, PCWorld · Consensus: not available
- Amazon Fire TV Stick 4K Plus (2025) — Price: Amazon.com (checked 2026-10-18) · Testing: CNN Underscored · Consensus: not available