With c.22m accounts across 44m devices, Roku has a US footprint that exceeds the largest pay-TV platforms.
Limited competitive advantages highlights the scale of this achievement, but also leave the pioneering firm vulnerable to activities from bigger, wealthier rivals Apple, Amazon, and Google as well as pay-TV providers.
The odds are stacked against Roku, but continuing the innovation in production and product that built its lead may secure future success.
Financials and KPIs
The business model
Accounts – growing the user base
The current market
What drove Roku’s take-up?
An early entrance
A superior user interface
A purpose-built OS
Early advantages over rival OTT platforms are being eroded
Pay-TV trends are affecting Roku’s addressable market
The User Monetisation business
The Roku Channel
Possibility of European expansion
List of charts/tables
Figure 1. Roku financials ($m)
Figure 2. Roku operating KPIs, global
Figure 3. Devices in use by streaming TV platform, US (millions)
Figure 4. Users of major OTT streaming STBs/sticks, US (millions)
Figure 5. Device prices and launches, Roku vs rivals
Figure 6. Connected TV SOV by platform (%)
Figure 7. Consumer Electronics sales by selected retailers ($bn)
Figure 8. No pay-TV and “skinny bundle” households (000s)
Figure 9. Roku ad-revenues, US ($m)
Figure 10. The Roku home page (left) and The Roku Channel (right)
Figure 11. Average daily viewing via Roku devices, global (hours/account)