Amazon's Fire TV and Roku are expanding into key European markets like the U.K. and Germany.
, would go for sale in the U.K. and Germany. Amazon's Fire TV software provides access to thousands of channels, apps and live content from one platform.
"I don't really like to think about it as international," Marc Whitten, the vice president of Fire TV at Amazon, said in an interview in Berlin last week. "I like where our customers are and want great TV. I want to bring them a really great experience." The announcements highlight the competition between Roku and Amazon to bring their success in the U.S. market to millions of customers in Europe. The two companies are almost neck-and-neck in their quest for viewers with Fire TV reporting 37 million monthly active users globally, compared to Roku's 30.5 million active users.
In interviews from Berlin, both companies dismissed concerns about competition and welcomed new streaming services likeSome analysts say the European market poses unique challenges for the streaming platforms. One question is how the region's privacy law called GDPR would affect targeted advertising on the platforms.
"Near-term, we believe privacy-related concerns will become more important for the sector; especially, as more legislation is, potentially, enacted on a global basis," D.A. Davidson, senior research analyst Tom Forte, said in
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