Apple TV Is Better on the High End
Apple TV also works with YouTube.
It goes without saying that Apple TV is a better high-end streaming box for anyone invested in Apple’s platform. The interface is top notch, it’s easy to mirror your iPhone or Mac display, and all your purchases from iTunes are quick to find.
Roku Is Better on the Low and Middle Ends
Even better: Roku devices have full access to YouTube.
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The Exception: Sideloading and Kodi
If you’re a heavy tweaker who likes Kodi, this is still a pretty compelling reason to buy a Fire TV, and it’s something Apple TV and Roku don’t offer (though they do both offer Plex). It is not, however, relevant to most users: normal people aren’t going to bother with all that.