Seattle, April 18, 2025 – Amazon is set to launch its Vega TV OS on a new streaming device in early 2025, aiming to challenge Roku and Google TV, per a Bloomberg report. The OS, built from Fire OS, will power a smart stick or box—likely a Fire TV successor—offering seamless streaming and Alexa integration for India’s 7 crore smart TV users (web:18). Amazon’s 2024 shipped 12.7 million Fire TV devices globally (web:4).
Vega OS promises a “clean, fast” interface, cutting bloat from Fire OS’s ad-heavy setup, with 4K HDR and Dolby Atmos support (web:9). It’ll run apps like Netflix and Prime Video, leveraging Amazon’s $18 billion content budget (web:12). “It’s about control—own the living room,” an analyst told The Indian Express (web:8). India’s $2 billion streaming market, with 90 crore digital users, is prime—40% use smart TVs (TRAI). X buzzes—“Vega’s a game-changer!”—but some gripe: “More Amazon ads?” (post:3).
The device, codenamed “Aurora,” may launch by March, priced under Rs 5,000, competing with Xiaomi’s Mi Box (web:15). Amazon’s 2024 Fire TV Stick 4K sold 2 million units in India (web:7). Yet, 60% of India’s 5 crore streaming households prefer free platforms like YouTube (IAMAI). “Ads must slim down,” a Mumbai user told Business Standard (web:11). For India’s 140 crore, it’s a digital shift—will Vega dominate, or drown in competition?
