The various video streaming platforms have their defenders, with Roku and Apple TV hardware, along with Google’s Chromecast, often receiving nods from viewers who know. But Amazon ‘s Fire TV sticks (and cu and TV) are also major players in the streaming scene and have the clear advantage of integrating with the increasingly popular Amazon Alexa for everything from voice search to smart home automation.
TechRadar has taken the Fire TV platform down in previous reviews for having a slightly confusing and ad-filled interface. Another complaint about Fire TV: its search feature found unrelated content and also aggressively directed viewers to purchase options on Amazon Prime Video. Amazon should have paid attention because it has just released a series of enhancements that aim to streamline the look of the Fire TV interface while improving its search function.
“The latest updates bring Search and My Stuff to the top of our homepage so customers can quickly find content and access their watch, rent and purchase lists,” said Joshua Danowitz, director, Fire TV Experience.
What does this mean for viewers who depend on Fire TV Stick, Cube or TV for their video streaming experience? There are a few specific changes that need to be noted:
- An icon-based navigation bar has replaced the text one previously used by Fire TV. This not only looks better, but also simplifies access to key features such as Home, Find and Live. The updated bar also provides easy access to favorite applications and the user’s personal profile and shows recently launched and regularly used applications.
- Search and find features are combined in a unified content discovery destination. After clicking on the magnifying glass search icon, viewers will be redirected to a page where they can search for movies and TV shows, as well as browse current and recommended content categories.
- The difficult destination Library has been replaced by the casual My Stuff. This is where viewers can access both their watch lists and rented and purchased content.
I contacted an Amazon spokesperson to see if the Fire TV update was addressing our concerns about ad traffic. Here is the answer I received:
“Fire TV advertising has two purposes. The first is content discovery – helping customers find new content they might not have seen before. The second is ad-supported content, which allows customers to enjoy a wider range of free content. “
Analysis: Is Amazon Fire TV ready for success?
Comparing the screenshot of the new Fire TV interface at the top of this post with the image of the earlier version at the bottom of the page, it is clear that Amazon has made some well-thought-out changes. The new user interface is clean, simple and engaging. In addition, it doesn’t seem cluttered with the company’s own content, supported by ads or otherwise, and frees up space for streaming offers other than Amazon Prime Video.
Does the updated search function match the noise? This is something we look forward to seeing at our next meeting with the Fire TV streamer, whether in the form of a stick, cube or flat panel TV.
For now, let’s say that Fire TV has a lot of competition on the front of the streaming platform. In particular, the hardware offerings of Roku and Apple TV provide a clean, extremely user-friendly interface on the screen for selecting applications and browsing content. Both also have voice search options that provide consistently good results. I’m not sure why anyone would choose Fire TV over these platforms unless it was all-in in the Amazon universe – something the company strongly promotes through its Amazon Prime subscription, which gives you free expedited delivery of purchased products. from the company’s website and then launches free streaming from Amazon Prime Video and Amazon Music.
The main thing that Amazon streaming sticks have for them is the value: priced just under $ 50, the flagship Fire TV Stick 4K Max is competitively priced with Roku’s Streaming Stick 4K and is relatively theft compared to Apple’s expensive streaming box 4K on Apple. And the Fire TV Stick 4K Max saves on premium features, offering compatibility with Dolby Vision and HDR10 + plus a fast processor and Wi-Fi 6 antenna.
Alexa’s integration into Amazon’s hardware also provides a built-in advantage over Roku for those who want to engage in automated activities such as lighting, temperature and security camera control via Fire TV’s Smart Home Dashboard. When you add it all, Fire TV’s hardware comes at a very low price, and the company’s efforts to make the user interface and demand more neutral and consistent can go a long way to making it a more stellar player.
https://www.techradar.com/news/amazon-fire-tvs-new-overhaul-streamlines-discovery-and-search/
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