I bought a Fire Stick, Roku 3 and Apple TV the other week to try them all out and see which to use mainly for iPlayer, 4OD, Plex and NHL TV.
Sadly the Apple TV didn't last much more than an hour before being boxed back up and sent back 😧
Just couldn't get on with it, didn't do everything (couldn't find 4OD?) and for the cost wasn't impressed.
Kept the Fire Stick as it was only £20 on the Amazon deal so will use that to play about with but again the interface was way too busy, and obviously heavily geared to Amazon Prime. Doesn't have the NHL TV app available at the moment, but might have a frig about with Kodi on it etc as it won't be used as a main device.
The Roku 3 was the best for us with such a simple clean interface, had all the apps we needed and ran really well. Got one of the new model streaming sticks on the way as well to stick on the bedroom TV, the remote listening through the app could be handy too. May even replace the 3 with one of the new sticks as it may end up being quicker given it's now quad core.
The ATV felt a premium product (weight like a brick compared to everything else) and Airplay was quite cool, just didn't feel it was worth the money and just felt a little disappointed with it 😧