The main software difference comes down to smart TV ecosystem preference. Onn Fire TV runs Amazon's platform natively integrating Alexa voice assistant and Prime content focus. Meanwhile Onn Roku TV offers more agnostic streaming options and arguably better search functionality. Those already immersed in Alexa/Amazon smart home ecosystems may prefer Onn Fire integration. However most reviewers cite Roku TV's streamlined apps and less intrusive ads/content pushing as the stronger pick.