Black Friday is indeed coming up fast, but let’s be honest: why bother going out when the day itself arrives? The last thing embattled retail employees need is a stampede of customers at 4 am the Friday after Thanksgiving, and who really wants to drag themselves out of bed on a cold morning with a big meal still in their stomach? Why not just snuggle back in and do your shopping on the couch whenever you want?

That logic is especially true now that retailers have begun offering their Black Friday sales so much earlier in the week. You don’t even need to wait for Thanksgiving to shop Black Friday deals online now, and that includes major discounts on streaming heavyweights like Roku, Amazon Fire TV, and Google.

We’ve checked with major retailers to verify which devices are actually discounted for Black Friday 2025 and, more importantly, which ones are worth your money.

The “hidden” tech shifts you need to know before you buy

Before you jump straight to the price list, there is some crucial context this year that most standard deal pages won’t tell you.

1. The “Vega OS” warning for Fire TV buyers
If you are eyeing the new Fire TV Stick 4K Select (often the cheapest 4K option), be aware: it runs on Amazon’s new Linux-based “Vega OS,” not the Android-based system used in previous models.

• The catch: You cannot “sideload” apps on Vega OS. If you are a power user who likes installing custom APKs or niche apps not found in the official Amazon Appstore, you should skip the “Select” model and spend the extra $5-$15 for the standard Fire TV Stick 4K Plus or the 4K Max, which still support sideloading.

2. Google’s smart home play
The Google TV Streamer 4K isn’t just a Chromecast replacement; it’s a smart home hub. It comes with “Matter” and “Thread” support built in, meaning it can act as a border router for your smart lights and locks. If you are building a smart home, this $25 discount is more valuable than it looks on paper.

3. Roku’s “Plus” surprise
Roku has been aggressive this year. The Streaming Stick Plus (sometimes labeled as the 4K Headphone Edition or just 4K, depending on the retailer bundle) has dropped to around $19. For a device that handles 4K HDR and offers decent Wi-Fi range, this is arguably the best “bang for your buck” deal of the entire holiday season.

The best Fire TV deals

Amazon is slashing prices across the board, but remember our warning about the “Select” model if you are a tech tinkerer.

• Fire TV Stick HD | $18 (normally $35) – 50% off
  • Best for: Guest rooms or older 1080p TVs.
• Fire TV Stick 4K Select | $20 (normally $40) – 50% off
  • Best for: Basic 4K streaming if you stick to major apps (Netflix, Disney+, Prime).
• Fire TV Stick 4K Plus | $25 (normally $50) – 50% off
  • Best for: Most people. Supports Dolby Vision/Atmos and allows sideloading.
• Fire TV Stick 4K Max (2nd gen) | $35 (normally $60) – 42% off
  • Best for: Power users. Includes the “Ambient Experience” art mode, Wi-Fi 6E, and faster processor.
• Fire TV Cube (3rd gen) | $90 (normally $140) – 36% off
  • Best for: Hands-free Alexa control and managing other AV equipment (cable boxes, soundbars).

The best Roku deals

Roku’s simple interface remains a crowd favorite. This year’s discounts on the “Plus” and “Ultra” models are particularly strong.

• Roku Streaming Stick HD | $16 (normally $30)
  • Note: A rock-bottom price for a solid HD streamer.
• Roku Streaming Stick Plus | $19 (normally $39.99)
  • The Winner: This is the standout deal. Getting 4K and long-range Wi-Fi for under $20 is rare.
• Roku Streaming Stick 4K | $25 (normally $50) – 50% off
  • Best for: Users who need Dolby Vision support (which the cheaper “Plus” sometimes lacks, depending on the specific SKU).
• Roku Express 4K+ | $29 (normally $40)
  • Verdict: At this price, you might as well grab the Stick 4K or Plus for a cleaner setup behind your TV.
• Roku Ultra (2024) | $31 (normally $100) – $31 off
  • Best for: Wired Ethernet connection and the best remote Roku makes (rechargeable, backlit, lost remote finder).
• Roku Streambar SE | $75 (normally $100)
  • Best for: upgrading TV audio and smarts in one go.

The best Google TV deal

Google has streamlined its lineup, effectively replacing the dongle-style Chromecast with a set-top box form factor.

• Google TV Streamer 4K | $75 (normally $100) – $25 off
  • Why buy it: It’s 22% faster than the old Chromecast, has an Ethernet port, double the memory (4GB), and 32GB of storage, so you won’t run out of space for apps. Plus, the remote is finally larger and harder to lose.

Which one should you choose?

• If you want the cheapest reliable 4K streamer: Grab the Roku Streaming Stick Plus for $19.
• If you live in the Apple ecosystem: Stick with Roku; it has excellent AirPlay support compared to Fire TV and Google.
• If you want a smart home hub: The Google TV Streamer 4K at $75 is a steal for a Matter/Thread border router.
• If you want the best performance: The Fire TV Stick 4K Max at $35 offers Wi-Fi 6E and incredible speed for the price.

Disclaimer: Prices and promotions mentioned in this article are accurate at the time of writing and are subject to change based on the retailers’ discretion. Please verify the current offer before making a purchase.