Badly, both Nvidia and Microsoft have less of a content problem. Stadia still needs to get access to a larger games library.
Another factor is that Amazon may have created stadia at the wrong time. A lot of people have guessed that Amazon is using a Vega series graphics card for Stadia, which is a little underpowered as we move into next-gen.
TBH, I think that Amazon has done a Wii U, created a console (well streamer, but you know what I mean) that beats current gen but is not ready to tackle next-gen. Yes, Amazon can upgrade its systems and have talked about multi-GPU, but both xCloud and Geforce Now are easier to develop for, as both will use pre-existing Xbox and PC versions of games.