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Chromecast & Fire TV Stick vs Apple TV 4K, Roku & Sky NOW TV

By Callum Tennent

Google, Amazon, Apple, Roku and Sky NOW TV go head-to-head in our big-name internet TV box showdown. But which is the best streamer for you?

Put us to the test

Our Test Labs compare features and prices on a range of products. Try Which? to unlock our reviews. You'll instantly be able to compare our test scores, so you can make sure you don't get stuck with a Don't Buy.

You may be new to the world of internet TV boxes, but it's a market dominated by big-name brands you're bound to recognise, including Apple, Google and Amazon.

It can be tempting to opt for the familiar, 'safe' choice, but do models from the household names hold up in our tests? And how do boxes from specialist brand Roku compare? We've created this guide to help you pick the TV streamer that's right for you, comparing test results for the key products.

Just looking for our full range of internet TV streamers? Click to jump straight to our independent internet TV box reviews.

Chromecast Ultra vs Fire TV Stick vs Apple TV vs Roku 3 vs NOW TV Smart Box

Amazon Fire TV Stick with Alexa Voice Remote

Lowest price (in stock) £39.95
Which? score %
Reviewed Apr 2017
Features and versitility:
Member exclusive
Ease of use:
Member exclusive
Picture quality:
Member exclusive

Two-and-a-half years on from the release of the groundbreaking, enormously popular original, the Amazon Fire TV Stick has finally received an update. The big draw is the new Alexa Voice Remote, which lets you control the streamer with spoken commands. Can it live up to the lofty standards of its predecessor? Read our full review to find out.

Roku Streaming Stick+

Typical price £75.00
Which? score %
Reviewed Nov 2017
Features and versitility:
Member exclusive
Ease of use:
Member exclusive
Picture quality:
Member exclusive

Following the complete refresh of its internet TV box lineup, the Roku Express is essentially the old Roku 2, Roku 3 and Roku Streaming Stick all packed into one remarkably compact device. Can a device so tiny, with the miniscule price tag to match, meet the bar set so high by its predecessors? We sent it to our internet TV box test lab to find out.

Google Chromecast Ultra

Lowest price (in stock) £69.00
Which? score %
Reviewed Feb 2017
Features and versitility:
Member exclusive
Ease of use:
Member exclusive
Picture quality:
Member exclusive

Is it really possible to pack a top-notch streaming experience into something scarcely larger than a USB stick? Considering that the new Chromecast Ultra also has 4K support the task gets even more daunting. Find out how it fared in our full review.

Apple TV 4K

Lowest price (in stock) £179.00
Which? score %
Reviewed Oct 2017
Features and versitility:
Member exclusive
Ease of use:
Member exclusive
Picture quality:
Member exclusive

After a two-year wait, we finally have an update to the Apple TV set-top box, in the form of the Apple TV 4K. As the name suggests, this is Apple's first Ultra HD internet TV box, as well as being its most compact to date. It does however find itself in the rare position of playing catch-up to big brand rivals like Google and Amazon - does the Apple TV 4K have what it takes to rival them? We ran it through our comprehensive TV streamers lab test to find out.

SKY NOW TV Smart Box

Typical price £40.00
Which? score %
Reviewed Sep 2016
Features and versitility:
Member exclusive
Ease of use:
Member exclusive
Picture quality:
Member exclusive

NOW TV is Sky's Freeview and on-demand service, and the Sky NOW TV Smart Box is its brand's internet TV box. With such a powerful name behind it and so many apps and services available there's a lot of expectation surrounding it. Does it live up to the hype? We sent it to our TV box test lab to find out.

Not found the product for you? Browse all of our internet TV box reviews.

We test internet TV boxes more thoroughly than anyone else

We buy every internet TV box we test and look at models of from all the popular brands, regardless of price. We speak to manufacturers and scour the market to make sure we test all the internet TV boxes that you'll find in the shops or online. 

Which? doesn't only tell you about the Best Buy internet TV boxes that we recommend, we also tell you which streamers to avoid by labelling them as Don't Buys. If an internet TV box has an issue we feel is so bad it must be a fault, then we will buy a new example and retest it. We'll also speak to the manufacturer to find out what it plans to do about the problem. Plus, we regularly update our reviews to ensure that each model's ever-changing list of apps is kept up to date.

Only interested in seeing the very best internet TV boxes? See the top-scoring models we've reviewed by clicking through to our internet TV box Best Buys.

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