We have Apple TV, Chromecast, Firestick, and ROKU. The "SQ" of all of them is pretty much equivalent and is going to a factor more of what you plug them into. For movie/TV streaming, all the audio is compressed so any jitter on the HDMI is not relevant as it will be buffered and decompressed. The Firesticks are one of the few devices that support Amazon music HD. Not ideal. Bluesound does as well.
Like anything, you have to ensure your devices are up to date. Chromecast added Atmos support last spring. Firesticks added it in the summer. I think the AppleTV added it last spring as well. Disney+ was still having ATMOS support issues till fall of last year. The ROKU ultra I know supports it but it is not hooked up to a full system. The "ads" on the Firestick, other than an ad-bar on the bottom are much like what you get on Netflix home screen. You don't really notice them. The Chromecast and AppleTVs get by far the most use due to ease of interface. No one uses the remotes that comes with these, we all just use our phones. Realistically, these devices are almost free <<$100, and dead simple to use so little reason not to have one.
Android boxes like the Zidoo are popular more with the computer savvy crowd. They tend to require more maintenance, and software can be buggy. We had another brand, but the software updates were infrequent and it eventually collected dust due superior ease of use of other devices. Zidoo has a Z1000 now that is getting better reviews, but more costly.