Roku faces steep competition in the streaming player space. Amazon ( AMZN ), Google ( GOOGL ) and Apple ( AAPL ) all offer streaming players that go head to head with Roku's. However, the real threat comes just from AMZN. The ecommerce giant made significant progress in its efforts to expand its Fire TV player customer base, with it boasting 34 million regular users compared to Roku's 30.5 million active accounts. According to a Conviva report released on August 7, Roku still leads the race in terms of market share with it controlling 43% of the connected TV space vs Amazon's 18%.