you can use second hand fire tv sticks they are cheap and you can use adb over wifi to install/update your app or directly update your app within firetv(without using their store) but that would require some extra coding.
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Interesting, I guess I can always sideload apps on Android TV as well. But we're back to ease of use... I can do that, but my customers not.
Getting updates on sideloaded apps is also a lot of work.
Maybe I just read too many horror stories about people getting their apps pulled or updates delayed