This market is getting saturated fast. Apple TV, Fire TV both pair directly to at least one first class streaming service as they are developed by the same company. Chromecast is still hanging on. Plex offers streaming content now as part of Plex pass. Cable tv boxes can now also do native streaming to select services. Major TV brands are dropping the Roku OS to roll their own shitty android port.
I personally moved to the Apple TV because it’s the only one probably not selling my data and isn’t constantly griping at me with some kind of upsell like the Roku and Fire Tv