A streaming stick or box is the cheapest way to make an older TV smart again – or to replace a slow, ad-filled built-in system on a new one. In 2026 the choice comes down to four platforms: Google TV, Amazon’s Fire TV, Apple TV and Roku. All of them run Netflix, YouTube, Prime Video and Disney+; the differences are in picture formats, speed, advertising and how well they fit the phone and smart-home gear you already own.
It’s also a confusing year. Apple launched a new Apple TV 4K at €349 (available from 13 November 2026), Amazon is moving its cheapest stick to its new Vega OS, and Google raised the Streamer’s US price – though in Germany it still lists at €119. Our picks draw on hifi.de, What Hi-Fi, Engadget and Macwelt, with European prices checked in October 2026.
Our picks at a glance
- Best overallGoogle TV Streamer
- Best valueAmazon Fire TV Stick 4K Max (2nd gen)
- Best for iPhone usersApple TV 4K (3rd gen, 2022)
- Simplest to useRoku Streaming Stick 4K
- Premium pickApple TV 4K (2026, A19)
Prices are approximate and change often. Ad
1. Google TV Streamer — best for most people
Google’s Streamer is the most balanced choice. hifi.de scored it 8.7, praising the huge Google Play app selection, smooth operation and relatively little advertising. It supports Dolby Vision, HDR10+ and Dolby Atmos, has an Ethernet port for stable 4K streaming and 32 GB of storage. Engadget highlights how well the home screen blends content from all your services.
It also doubles as a smart-home hub with a Matter controller and Thread border router. Downsides: Wi-Fi 5 only, and no passthrough of lossless audio like Dolby TrueHD for home-cinema receivers. At €119 it costs more than a stick, but it’s the one we’d buy for a main TV.
Google TV Streamer
hifi.de scored it 8.7: Google TV with the biggest app store, little advertising, Dolby Vision and Atmos – plus a smart-home hub built in.
- Video
- 4K/60, Dolby Vision, HDR10+, HDR10, HLG
- Audio
- Dolby Atmos
- Ports
- HDMI 2.1, Ethernet, USB-C
- Storage
- 32 GB
- Smart home
- Matter controller, Thread border router
Pros
- Huge app selection, smooth interface
- Ethernet port and 32 GB storage
- Works as a Matter/Thread smart-home hub
Cons
- Wi-Fi 5 only
- No lossless audio passthrough (Dolby TrueHD)
2. Amazon Fire TV Stick 4K Max (2nd gen) — best value
What Hi-Fi gives the 4K Max five stars as its best budget streamer: a detailed, rich picture, every major HDR format including Dolby Vision, Dolby Atmos, and Wi-Fi 6E. It also supports cloud gaming via Xbox Game Pass Ultimate. The list price is €79.99, but it regularly drops to around €50.
The interface is busy with adverts and strongly promotes Prime Video, and the stick can block a neighbouring HDMI port (use the supplied extender). If you’re happy in Amazon’s world with Alexa, it’s the best value 4K streamer.
Amazon Fire TV Stick 4K Max (2nd gen)
What Hi-Fi's five-star budget pick: a detailed, rich 4K picture with every HDR format, Wi-Fi 6E and Xbox cloud gaming support.
- Video
- 4K, Dolby Vision, HDR10+, HDR10, HLG
- Audio
- Dolby Atmos
- Wi-Fi
- Wi-Fi 6E
- Storage
- 16 GB
- OS
- Fire OS
Pros
- Excellent picture for the price
- Supports all major HDR formats
- Frequently discounted
Cons
- Ad-heavy interface that pushes Prime Video
- Stick can block the neighbouring HDMI port
3. Apple TV 4K (3rd gen) — best for iPhone users, while it lasts
The 2022 Apple TV 4K remains What Hi-Fi’s best overall streamer, with excellent picture and sound, a very fast and ad-free interface, and seamless AirPlay from iPhone and iPad. Macwelt argues it’s a smarter buy than the new model: it costs from €129 (or €189 with 128 GB and Ethernet), and gets new tvOS features through updates.
It’s being replaced, so stock may dwindle – if you find one at the old price, it’s a great deal.
Apple TV 4K (3rd gen, 2022)
What Hi-Fi's long-running best overall streamer: superb picture and sound and a fast interface – now a bargain next to the new model.
- Video
- 4K, Dolby Vision, HDR10+, HDR10, HLG
- Audio
- Dolby Atmos, Spatial Audio
- Chip
- A15 Bionic
- Remote
- Siri Remote (USB-C)
Pros
- Excellent picture and expressive sound
- Fast, ad-free interface
- Gets new features with tvOS updates
Cons
- Limited physical connections
- Base model has no Ethernet
- Being phased out – stock may run low
4. Roku Streaming Stick 4K — simplest to use
Roku’s home screen is refreshingly neutral, putting each service on equal footing, and its universal search is accurate. It supports Dolby Vision, HDR10+ and AirPlay and costs about €60 in Germany. Roku is mainly sold in Germany and the UK in Europe, and its app library is smaller than Google’s – but for less tech-savvy family members, it’s the easiest to live with.
Roku Streaming Stick 4K
Roku's clean, neutral home screen treats every streaming service equally – ideal for less techy family members.
- Video
- 4K, Dolby Vision, HDR10+
- OS
- Roku OS
- Works with
- AirPlay, Apple Home, Google Home, Alexa
Pros
- Simple, neutral interface
- Strong universal search
- AirPlay support
Cons
- Fewer apps than Google TV
- Availability varies outside Germany and the UK
5. Apple TV 4K (2026) — the premium option
The new Apple TV, announced in October 2026, gets an A19 chip, 128 GB storage, Wi-Fi 7, Thread, far-field microphones for hands-free Siri and a new Siri Remote you can track with Find My. It’s the fastest streamer available, but at €349 it costs more than double its predecessor.
Macwelt points out that the headline Siri AI features aren’t available in the EU yet, and that older Apple TVs will get many of them via software. Buy it if you want the best and plan to keep it for many years; otherwise the 3rd-gen model is better value.
Apple TV 4K (2026, A19)
The new Apple TV adds an A19 chip, Wi-Fi 7, far-field microphones and a trackable Siri Remote – but costs more than double its predecessor.
- Chip
- Apple A19
- Storage
- 128 GB
- Connectivity
- Wi-Fi 7, Ethernet, Thread, Bluetooth 6
- Remote
- Siri Remote with Find My
Pros
- Fastest streamer you can buy
- Hands-free Siri via built-in mics
- Find My for the remote
Cons
- €349 is steep for streaming
- Siri AI features not yet available in the EU
- Always-listening mics won't suit everyone
6. Fire TV Stick 4K Select — cheap, with caveats
Amazon’s cheapest 4K stick (UVP €54.99, often much less) is the first to run Vega OS instead of Android-based Fire OS. hifi.de found it sluggish, with adverts and missing apps, and it lacks Dolby Vision. It’s fine as a spare for a bedroom TV, but the 4K Max is worth the small extra cost.
Amazon Fire TV Stick 4K Select (Vega OS)
Amazon's cheapest 4K stick runs the new Vega OS – fine for Netflix and Prime Video, but hifi.de found it slow with gaps in the app store.
- Video
- 4K, HDR10, HDR10+, HLG (no Dolby Vision)
- Wi-Fi
- Wi-Fi 5
- Storage
- 8 GB
- OS
- Vega OS
Pros
- Very cheap 4K
- Alexa voice control
Cons
- No Dolby Vision
- Sluggish interface with adverts
- Missing apps (e.g. some games, Magenta TV)
Compare the key specs
| Model | Google TV StreamerBest overall | Amazon Fire TV Stick 4K Max (2nd gen)Best value | Apple TV 4K (3rd gen, 2022)Best for iPhone users | Roku Streaming Stick 4KSimplest to use | Apple TV 4K (2026, A19)Premium pick |
|---|---|---|---|---|---|
| TechHive score | 8.7/10 | 8.4/10 | 8.6/10 | 7.8/10 | 7.6/10 |
| Approx. price | €119 | €80 | €129 | €60 | €349 |
| Video | 4K/60, Dolby Vision, HDR10+, HDR10, HLG | 4K, Dolby Vision, HDR10+, HDR10, HLG | 4K, Dolby Vision, HDR10+, HDR10, HLG | 4K, Dolby Vision, HDR10+ | — |
| Audio | Dolby Atmos | Dolby Atmos | Dolby Atmos, Spatial Audio | — | — |
| Ports | HDMI 2.1, Ethernet, USB-C | — | — | — | — |
| Storage | 32 GB | 16 GB | — | — | 128 GB |
| Smart home | Matter controller, Thread border router | — | — | — | — |
| Wi-Fi | — | Wi-Fi 6E | — | — | — |
| OS | — | Fire OS | — | Roku OS | — |
| Chip | — | — | A15 Bionic | — | Apple A19 |
| Remote | — | — | Siri Remote (USB-C) | — | Siri Remote with Find My |
| Works with | — | — | — | AirPlay, Apple Home, Google Home, Alexa | — |
| Connectivity | — | — | — | — | Wi-Fi 7, Ethernet, Thread, Bluetooth 6 |
| Shop Ad | Amazon | Amazon | Amazon | Amazon | Amazon |
How to choose a streaming device
Follow your ecosystem
iPhone and Mac users get the most from Apple TV (AirPlay, Apple Music, Fitness+). Android and Google Home households fit best with Google TV. Alexa users will feel at home with Fire TV.
Check HDR and audio formats
For the best picture on a modern TV, look for Dolby Vision and HDR10+ – most of these support both, but the Fire TV Stick 4K Select lacks Dolby Vision. If you have a soundbar with Dolby Atmos, all except the cheapest stick will pass it through.
Wired or wireless?
4K streaming needs a stable connection. Boxes with an Ethernet port (Google TV Streamer, Apple TV 128 GB) avoid Wi-Fi dropouts. Sticks rely on Wi-Fi – the 4K Max’s Wi-Fi 6E helps if your router supports it.
Do you need one at all?
If your TV is less than three years old and runs Google TV, webOS or Tizen smoothly, you may not. Streamers are most useful for older TVs, projectors and slow budget sets – see our best TVs under €500 if you’re thinking of replacing the TV instead.
Regional apps and EU guarantee
Local apps (public broadcasters, sports services) vary by platform and country, so check your must-have apps before buying. As with all electronics bought in the EU, you get a two-year legal guarantee and 14 days to return online orders.
How we choose
We don’t test devices in a lab. We compare reviews from hifi.de, What Hi-Fi, Engadget and Macwelt, check European prices, and list each device’s weaknesses. More on how we research.
FAQ
Should I buy the new Apple TV 4K (2026)?
Only if you want the fastest hardware and Siri without the remote. For most people the 3rd-gen Apple TV 4K is better value while it’s still available.
Is Google TV or Fire TV better?
Google TV has more apps and fewer adverts; Fire TV sticks are cheaper and frequently on sale. Both support Dolby Vision and Atmos on the models we recommend.
Can I play games on a streaming stick?
Cloud gaming works on several of them – for example Xbox Game Pass Ultimate on the Fire TV Stick 4K Max – but a console or handheld gives a far better experience. See our consoles guide.
Does Roku work in my country?
Roku officially sells its sticks mainly in Germany and the UK within Europe. Elsewhere, Google TV or Fire TV are safer choices.
