Amazon announced today that its Fire TV streaming platform now has over 50 million monthly active users (MAUs),

“Over the last 6 years, Amazon has expanded the Fire TV business from a simple streaming stick with a handful of apps, to a global entertainment business,” Amazon told me. “In 2020, Fire TV saw more than 50 million monthly active users on its devices, worldwide, indicating customers are streaming more than ever before.”

Amazon recently announced a major refresh of the Fire TV user interface that the firm says is the biggest change it’s ever made to the product. The new UI will finally support multiple user profiles, a customizable navigation bar, integration with live TV sources like Sling TV, and, of course, new voice-activated Alexa experiences.

“The mission is to make TV watching fun and easy,” Amazon vice president and general manager Sandeep Gupta says in a video describing the new interface. “And I think the power that TV has to bring people together is really the core of the mission of FireTV.”

In addition to the new user interface, Fire TV has also improved recently with several other new features, including two-way video calling (Fire TV Cube), HBO Max and other new apps, expanded live TV content integrations in the U.S., live discovery features in Japan and India, Alexa experiences in Mexico, Brazil, and Australia, and the launch of Fire TV Cube in France, Italy, and Spain, among others.

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