Roku
Connected TV platform combining streaming, advertising and app distribution.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Roku, Inc.
- Entity type
- COMPANY
- Founded
- 2002
- Headquarters
- 1173 Coleman Avenue, San Jose, California 95110, United States
- Company size
- 1,001–5,000
- Market role
- Publisher & Media Owner
- Official website
- roku.com
What Roku does
Roku operates a two-sided connected TV platform. On the demand side, it attracts consumers with streaming devices, Roku OS, The Roku Channel and a centralised app marketplace. On the supply side, it gives publishers, developers and OEMs access to distribution and monetisation, while giving advertisers and agencies access to owned and partner CTV inventory. Value is created by controlling the operating-system layer, aggregating viewing demand, and monetising that audience through ads, revenue shares on subscriptions and app transactions, and OS licensing partnerships.
Category differentiation
This is the public connected TV platform company, not merely its ad sales unit or a single streaming app. It should not be confused with a pure streaming service like Netflix or a standalone DSP.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Roku, Inc. is a connected TV platform company that combines consumer streaming products with advertising and platform monetisation. Its core assets include The Roku Channel, Roku Ads Manager, Roku Advertising, the Streaming Store, Roku OS and its developer ecosystem. Through these products, Roku serves viewers seeking free and subscription streaming content, advertisers and agencies buying connected TV inventory, publishers distributing channels, developers building streaming apps, and OEM partners licensing Roku OS for televisions and devices. Roku makes money through a hybrid model centred on advertising inventory, platform revenue share and software distribution economics. Advertising is generated from The Roku Channel and Roku-owned or partner inventory sold via direct sales and self-serve tools. It also captures revenue share from subscriptions and transactions in the Streaming Store, takes a share of ad inventory from partner channels on the platform, and licenses Roku OS to TV manufacturers. Its acquisitions of Quibi content rights, This Old House and Nielsen's advanced TV advertising division indicate a strategy of strengthening both content supply and CTV advertising infrastructure.
Company news briefing
Briefing updated:
Fox Corporation's pending $22 billion acquisition of Roku faces heightened antitrust scrutiny as the U.S. Department of Justice has issued a second request for extensive data and documents, potentially delaying the anticipated completion date. The proposed transaction aims to combine Roku's distribution platform with Tubi to control over 50 per cent of free ad-supported streaming consumption in the United States. Meanwhile, Roku continues to expand its commercial partnerships, including participation in Universal Ads' new creator-led streaming inventory initiative.
Business model & monetisation
Roku uses a hybrid monetisation model. The primary mechanism is ad-funded monetisation through video and native inventory sold across The Roku Channel, Roku OS surfaces and partner streaming supply via direct sales and self-serve buying. Secondary mechanisms include platform take-rates on subscriptions and transactions processed through the Streaming Store, ad inventory sharing with partner channels, and licensing revenue from Roku OS partnerships with TV manufacturers. The model blends ad-supported media economics with platform revenue share and software distribution fees.
- CTV advertising across The Roku Channel and platform inventory
- Ad-supported media sales via direct and self-serve buying
- Subscription and transaction revenue share from the Streaming Store
- Percentage take-rate on subscriptions and purchases
- Partner channel ad inventory sharing
- Platform revenue share from third-party supply
- Roku OS licensing to OEM partners
- Software licensing and platform partnership fees
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Roku Advertising Services
IAB vendor record: 71
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 3, 4
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 1, 2
- Declared special feature IDs
- 1
Products & market categories
Media Channel
Technology
Ad Format
Competitors & alternatives
- Charter Communications
US cable, connectivity and advertising sales operator.
- JOYY
Social entertainment platforms with a growing mobile adtech business.
- Prime Video
Hybrid streaming platform with subscriptions, rentals, channels and video advertising.
Side-by-side comparisons
Subsidiaries & acquisitions
- Frndly TV
Affordable family-friendly live and on-demand TV streaming service.
Featured market maps
- Market Map CTV Commerce
A comprehensive market map of the CTV Commerce ecosystem.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Roku's Howdy Adds New Titles for October 2026
Streaming Content · Recorded impact score: 2/5
Roku's ad-supported streaming service, Howdy, is expanding its library for October 2026 with a mix of horror films, romantic comedies, and Roku Originals. New titles include 'The Conjuring: Last Rites', 'Pretty Woman', 'Twister', 'GoodFellas', and 'Django Unchained'. Roku Originals such as 'The Great American Baking Show: Celebrity Halloween' and 'Solo Traveling with Tracee Ellis Ross' are also being added. The platform is adding 168 net-new titles from content partners including Radial, Lionsgate, Sony, Warner Bros. Discovery, Disney, and Roku itself, reflecting a continued effort to bolster its ad-supported catalog with premium and original content.
- Roku’s Howdy adds 168 net-new titles for October 2026.
- Content partners include Radial, Lionsgate, Sony, Warner Bros. Discovery, Disney, and Roku.
Roku Removes Out-of-Market Local News from Live TV Guide
Platform · Recorded impact score: 2/5
Roku has acknowledged a bug that removed out-of-market local broadcast affiliates from The Roku Channel's Live TV guide on Roku TVs, players, and third-party devices. Following a reordering of the free ad-supported lineup, local affiliates were moved to the 9000 channel range, after which users reported only home-market stations appearing. Manual zip code changes do not restore missing stations, suggesting IP-based geolocation determines market eligibility. Roku confirmed to Cord Cutters News it is aware and working on a fix, but hasn't specified the cause, timeline, or whether the change was intentional. The issue is widespread, reducing access to distant local news streams, and no restoration timeline has been announced.
- Roku confirmed it is aware of the missing out-of-market local affiliates in The Roku Channel's Live TV guide.
- The issue followed a reordering that moved local affiliates to the 9000 channel range.
Roku Announces 'Battle of the Streaming Stars' Originals
Original Content · Recorded impact score: 2/5
Roku has announced a new competition series, 'Battle of the Streaming Stars', coming to The Roku Channel. Produced by Peyton Manning's Omaha Productions and hosted by Terry Crews, the show revives the classic 'Battle of the Network Stars' concept for the streaming era. Comedians, actors, reality stars, and creators will compete in challenges inspired by popular shows and movies. The series will feature Kay Adams as sideline commentator and Yvette Nicole Brown as referee. Roku has ordered two specials, with the first premiering October 23, 2026 and the second in early 2027. This marks a significant investment in Roku's original content strategy, leveraging nostalgia to attract viewers to its ad-supported platform.
- Roku announced a new competition series 'Battle of the Streaming Stars' for The Roku Channel.
- The series is produced by Peyton Manning's Omaha Productions and hosted by Terry Crews.
How to Remove Apps on Roku After 2026 Home Screen Update
Platform · Recorded impact score: 2/5
After the 2026 Roku home screen redesign, users may find it harder to locate where to uninstall apps. The new layout pushes installed apps below recommendation rows and Quick Access tiles. Roku clarifies that app removal is not done from the Quick Access section; users must navigate to the 'Your Apps' section, highlight the app, press the asterisk (*) button on the remote, select 'Remove app', and confirm. The same method works on Roku players and Roku TVs. Removing an app does not cancel subscriptions billed through Roku; users may need to manage auto-renew first. Hiding recommendation rows in Settings can make Your Apps easier to access. Removed apps can be reinstalled from the Streaming Store.
- Roku's 2026 home screen update moved installed apps below recommendation rows and Quick Access tiles.
- App removal on Roku requires navigating to the 'Your Apps' section, not the Quick Access area.
Roku's Bluetooth Audio Gets Built-in Sync Tool
CTV · Recorded impact score: 2/5
Roku has introduced a new audio delay adjustment feature within its mobile app to address Bluetooth audio lag when using headphones. The feature, called Adjust audio delay, uses a camera and microphone on the phone to measure the actual audio-to-video offset and apply a correction. This is designed for the Headphone Mode, which turns a phone or tablet into a bridge between the Roku device and Bluetooth headphones, allowing up to four listeners. The tool guides users through a brief test by pointing the phone at the TV. After the test, users can further fine-tune with an advanced slider. The feature addresses a common issue in private listening, where Bluetooth processing, video encoding, and network transmission introduce delays. This sync capability is available for compatible Roku players, TVs, and Streambars, and is integrated into the free Roku mobile app.
- Roku introduced an 'Adjust audio delay' feature in its mobile app.
- The feature uses the phone's camera and microphone to measure audio lag.
Explore company relationships
Questions about Roku
What is Roku?
Roku is a connected TV platform company offering streaming services, an app marketplace, advertising solutions and TV operating-system software.
Who uses Roku?
Viewers use Roku for streaming and content discovery, while advertisers, agencies, publishers, developers and TV manufacturers use its ad, distribution and platform products.
How does Roku make money?
Roku makes money mainly from advertising, plus revenue shares on subscriptions and transactions, partner monetisation arrangements and Roku OS licensing.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
21 publicly documented primary sources and citations linked across the market graph.
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