Amazon Fire TV, the streaming device surpassed 40 million active users globally.

Amazon Fire TV maintains its lead over rival Roku Inc.

Streaming devices such as Apple TV, Chromecast and Fire TV that bundle together content from different streaming platforms gained popularity as more people shift away from cable TV.

Amazon in 2014 launched its Fire TV stick.

It features content from Netflix Inc and Hulu among others and casts video directly to television.

The newly disclosed figure is up 8% from 37 million users the device recorded in September.

Roku’s “active accounts” figure describes those accounts where users have streamed at least once during the past 30 days.

But, Roku notes that one Roku account may be shared by multiple members of the same household.

However, the same can be said for Fire TV which doesn’t offer an easy interface for switching between different user profiles.

In order to create a personalized home screen or watch list.

When Fire TV was touting its 34 million users, it had then led Roku by 5 million active accounts.

With now 40 million monthly actives, that lead has widened to 7.7 million users.

Now, Roku will have likely added several million more users to its own figures.

It will keep the two platforms more neck and neck.

Amazon instigates portable Echo speaker for India

Earlier, Amazon has launched an Echo speaker with a battery pack in India.

The device, called the Echo Portable Speaker Edition, is priced at Rs. 4,999 ($69.70).

The new Echo device has a 4,800 mAh battery that can last up to 10 hours in a single charge.

The 4,800mAh enclosed battery will offer up to 10 hours of continuous music playing or up to 11 hours of stand-by life, the company said.