What Roku does

Roku, Inc. is a publicly traded (NASDAQ: ROKU) television streaming platform headquartered in Los Gatos, California, founded in 2002. The company operates an integrated ecosystem spanning the Roku OS licensed to TV manufacturers, standalone streaming players (Streaming Stick 4K, Ultra), Roku-branded smart TVs (Pro Series, Plus Series Mini-LED), The Roku Channel as an owned-and-operated ad-supported streaming destination, and subscription services Howdy and Frndly TV (acquired 2025 for $185M). Its core technology stack combines the Roku operating system, the Roku Ads Manager self-service platform, and the Roku Ads API for programmatic integration.

The business generates revenue primarily through advertising (87-91% of 2025 revenue), supplemented by platform services (Roku OS licensing, channel subscription revenue sharing) and player/device sales. With 100M+ households globally, 36% North American streaming market share, 42% Latin American market share, and 44-45% of US streaming viewing time, Roku monetizes the largest independent streaming audience via first-party viewing data and an integrated ad-tech stack. The Smartly.io partnership extends reach into social advertising, while the Frndly TV and Howdy acquisitions build owned subscription revenue. Roku achieved its first annual profit in 2025 and is the subject of a $22 billion acquisition by Fox Corporation announced June 15, 2026, expected to close in H1 2027.

Name

Roku

Legal name

Roku, Inc.

Website

https://roku.com

Company type

Public

Founded year

2002

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Roku operates a television streaming platform combining the Roku OS, streaming devices, smart TVs, The Roku Channel, and ad-tech for advertisers and content publishers, serving 100M+ households globally and monetizing primarily through advertising.

Ownership category

akta.pro rank

Product category

Streaming Media Platform

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Broadcasting and Content Providers (516), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)

SIC

Household Audio & Video Equipment (3651), Cable & Other Pay Television Services (4841)

akta.pro primary industry

Video Streaming Platforms (SVOD/AVOD/TVOD) (BPAMAJAA)

akta.pro secondary industries

Aggregator/Platform Channels & Marketplace Bundles (Channel Stores, Super-Aggregators) (MPABAHAM), SVOD Streaming Channels (Subscription OTT) (MPABAHAB), Live TV Streaming (vMVPD/IPTV OTT) (MPACAAAD)

Keywords

• Streaming platform
• Connected TV
• Smart TV
• Digital video advertising
• OTT streaming

Headquarters

HQ city

Los Gatos

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Infrastructure, Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Advertising: Primary revenue driver, accounting for 87-91% of 2025 revenue. Includes display ads, video ads, and sponsored content across the Roku platform and The Roku Channel.
2. Platform Services and Player Sales: Revenue from licensing the Roku OS to TV manufacturers, streaming device sales, and subscription revenue sharing from channel subscriptions processed through the platform.
3. Smartly.io Integration: Partnership with Smartly for social advertising integration, extending advertising capabilities across multiple platforms.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels2 records

Core offering

Roku provides a television streaming platform that combines streaming devices (Roku Streaming Stick 4K, Roku Ultra), smart TVs (Roku Pro Series, Roku Plus Series), the Roku OS licensed to TV manufacturers, the Roku Channel (free ad-supported streaming), Roku Ads Manager (self-service connected TV advertising), and acquired streaming services Frndly TV and Howdy. The platform aggregates third-party content publishers and monetizes primarily through advertising.

Product overview

Roku operates as a streaming platform and hardware company offering a unified ecosystem of streaming devices, smart TVs with Roku OS built-in, and streaming services. The product portfolio includes Roku Streaming Stick 4K and Roku Ultra as premium hardware devices, the Roku Pro Series and Roku Plus Series 4K Mini-LED TVs as smart TV offerings, and The Roku Channel as a free ad-supported streaming service. Roku generates revenue primarily through advertising through Roku Ads Manager and streaming service revenue shares. The company expanded its content offerings through the acquisition of Frndly TV (family-friendly streaming) and Howdy (discount streaming with 1M+ subscribers).

Differentiator

Problem solved

Functional benefit

Brands

• The Roku Channel: Roku's owned streaming channel offering free ad-supported content
• Roku Pro Series
• Roku Plus Series
• Roku Streaming Stick 4K

Products and services

• Roku Streaming Stick 4K

Quantifiable outcome

• 36% North America streaming market share
• +4 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• Smartly.iocoreTechnology or IntegrationSmartly.io partnership provides social advertising integration capabilities, enabling brands to run unified advertising campaigns across Roku's streaming platform and social media channels. This extends Roku's advertising technology ecosystem beyond traditional streaming into social advertising.
• Frndly TVcoreStrategic or Co-development PartnerRoku acquired Frndly TV for $185 million, a family-oriented streaming service. This acquisition expanded Roku's content portfolio and added to its subscription revenue base.
• Fox CorporationflagshipStrategic or Co-development PartnerFox Corporation announced acquisition of Roku for $22 billion ($160 per share) on June 15, 2026, expected to close in H1 2027. Deal structure: $96 cash + 0.9693 Fox Class A shares per Roku share. Roku shareholders will own ~27% of combined entity. Anthony Wood (CEO, ~15% owner) will join Fox board. Expected $400M in annual cost synergies.

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Amazon Fire TV: Amazon's Fire TV competes head-to-head with Roku in streaming devices, smart TV OS, and CTV advertising. Both sell streaming hardware, license their OS to TV manufacturers, and operate ad-supported streaming services (IMDb TV/Freevee vs. The Roku Channel).
• Google TV / Android TV: Google TV (formerly Android TV) is the closest competitor to Roku OS in smart TV platform licensing. Both embed streaming platforms in TVs, distribute Chromecast/streaming devices, and monetize via CTV advertising with comparable first-party data strategies.
• Apple TV: Apple TV and Apple TV+ compete directly in premium streaming hardware and content. While Apple focuses on premium positioning vs. Roku's mass-market approach, both compete for the same CTV advertising dollars and TV manufacturer partnerships.
• Samsung Tizen OS: Samsung's Tizen OS for smart TVs competes with Roku OS in OEM licensing. Both embed streaming platforms in smart TVs, aggregate content, and sell advertising against first-party viewing data on the largest installed TV base in the US.
• LG webOS: LG's webOS competes with Roku OS in smart TV platform licensing and is increasingly pursuing CTV advertising via its own platform. Both target TV manufacturer partnerships and compete for the same household streaming minutes.
• Vizio SmartCast: Vizio's SmartCast platform competes with Roku OS in smart TVs and has built its own advertising business (Vizio Ads). Both monetize through CTV advertising using first-party viewership data and sell streaming-integrated TVs directly to consumers.

Broad incumbents

• Comcast Xfinity Stream / Flex: Comcast's Xfinity Stream app and Flex device aggregate streaming content for pay-TV subscribers, competing with Roku's content aggregation model. Both serve consumers seeking unified streaming experiences, though Comcast bundles with traditional pay-TV.
• Netflix: Netflix is a key content partner distributed via Roku's platform and a competitor in subscription streaming. While Netflix focuses on subscription content, its ad-supported tier launched in 2022 directly competes with The Roku Channel's ad-supported model.

Emerging players

• The Trade Desk: The Trade Desk competes with Roku Ads Manager in programmatic CTV advertising. Both serve advertisers seeking to buy CTV inventory programmatically, though Trade Desk is platform-agnostic while Roku sells its own first-party inventory.
• Magnite: Magnite is the largest independent CTV/OTT ad exchange, providing supply-side technology that competes with portions of Roku's ads business. Both facilitate programmatic CTV advertising, though Magnite is a pure-play tech provider versus Roku's vertically integrated platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RokuPlayer
• Facebookfacebook.com/roku
• LinkedInlinkedin.com/company/roku

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds13 records

Investors15 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A6 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roku