Apple TV, Google TV Streamer or Fire TV Stick: choosing a streaming box in the UK, late 2026
Three very different ways to get streaming apps onto your TV: a £299 Apple TV 4K, a £99 Google TV Streamer that doubles as a Matter hub, and Amazon's £50 Fire TV Stick 4K Select.
By OwnYourStack Admin · Published
If your TV's built-in software is slow, or no longer updated, an external streaming box is the cheapest upgrade you can make. The three big names take quite different approaches, so here is a plain comparison based on the manufacturers' own pages. We have not included any product we could not verify; prices are those listed by the manufacturer or at launch and will move around Black Friday (27 November).
| Apple TV 4K | Google TV Streamer | Fire TV Stick 4K Select | |
|---|---|---|---|
| UK price | £299 (Apple UK) | £99 (Google Store UK) | £50 at launch (October 2025) |
| HDR | Dolby Vision, HDR10+ | Dolby Vision (HDR up to 4K) | HDR10+ |
| Audio | Dolby Atmos | Not confirmed on the page we checked | Not confirmed |
| Ethernet | Yes, as a connection option | Yes, built in | Not confirmed |
| Smart home | HomeKit and Matter accessories | Thread built in; Google Home and Matter hub | Not confirmed |
| Storage / memory | Not stated on the page | 32 GB, 4 GB RAM | Not confirmed |
| Software | tvOS | Google TV | Vega OS (replaces Android) |
Apple TV 4K: the premium box
At £299 in the UK it costs three times the Google box. You are paying for Apple's ecosystem (AirPlay, HomeKit, a single sign-in across Apple services) and for Dolby Vision, HDR10+ and Dolby Atmos support. Apple's page notes that not all content supports these formats. It makes the most sense if you already own several Apple devices.
Google TV Streamer: the all-rounder
At £99, with 32 GB of storage and 4 GB of memory, a built-in Ethernet port and Thread, this is the best fit for people building a smart home. Google describes it as a hub for Google Home and Matter, so it can control compatible devices from your TV. Note that Google's page says an HDMI 2.1 cable is needed and is not included in the box.
Fire TV Stick 4K Select: the budget option, with a catch
Amazon launched it at £50 with Vega OS, which replaces Android. Amazon says it is faster than any other Fire TV Stick under £50, though the hardware details were not published at launch and Expert Reviews noted the reviewer could not verify the performance claims. The key practical point: because Vega is not Android, apps need to be built for it. Before buying, make sure every app you rely on is available. If you run Plex or Jellyfin at home (see our Plex or Jellyfin comparison), check that your client app exists on Vega OS before you commit.
Which should you buy?
- You are in the Apple ecosystem: Apple TV 4K.
- You want a smart home hub as well: Google TV Streamer.
- You want the cheapest 4K option and use mainstream apps: Fire TV Stick 4K Select, once you have checked app support.
Prices are from the manufacturers' pages and a launch report; we will refresh this comparison with verified street prices around Black Friday. Looking for a bigger upgrade? See our TV buying guide and the soundbar versus AV receiver comparison.
