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Amazon Poised to Expand Fire TV Presence in Europe: Report

Amazon plans to expand the presence of its Fire TV OTT ecosystem in the UK and Germany, while also infiltrating it into several new European countries, Bloomberg reported, citing unnamed sources.

The Bloomberg report said Amazon will formally announce its plans “at an event in Europe next week.”

Fire TV is the second most proliferated OTT ecosystem in the world — along with Roku, it controls 70% of connected TV viewing. Most of that viewing is currently done in North America. But Roku is on the move, too.

Related: Roku and Amazon Now Control Nearly 70% of U.S. Streaming Media Player Market

Roku is currently expanding into Brazil and several other Latin American countries. It also has a small presence in the UK, France and Ireland.