Roku continues to be the most popular device in the U.S. According to the latest data, Roku as an operating system is not only popular with streaming player users but also those utilizing TVs with an operating system built in.
What You Need to Know
- Roku remains the top streaming media player and OS choice in the U.S.
- Roku is followed by Fire TV, Apple TV and Google Chromecast platforms.
- Roku’s unique position highlights Fox’s acquisition is more than just buying a streaming platform.
Based on the latest findings from Parks Associates, 43% of US internet households reported their most-used streaming media player is a Roku device.
Consistent with previous reports on device usage, Roku was closely followed by Amazon Fire TV. Both of which were then followed by the Apple TV platform and then the Chromecast platform.
At the smart TV level, 17% reported that their primary smart TV runs on Roku OS. While not as high as the streaming player level, it does still highlight that Roku’s reach goes well beyond the player, and collectively the overall footprint of the brand continues to grow.
“Roku’s strength is its reach across the connected TV experience,” said Michael Goodman, Research Director, Parks Associates. “Its position across smart TVs and streaming media players gives the platform influence that extends beyond any single hardware brand.”
In fact, it is this increasing reach that Parks Associates suggests is a very good reason as to why Fox’s purchase of Roku makes so much sense.
The suggestion being that Fox is buying up more than just a platform, with the purchase providing strategic value to both sides through the complementary nature of each company’s assets.
“Competition in video is now about who owns the relationship with the viewer,” Goodman said. “Content remains critical, especially live sports and news, but the platform determines how consumers discover that content and how providers engage and monetize audiences. The Fox and Roku combination brings greater control over how consumers access and discover content while expanding opportunities for viewer data, advertising, and distribution.”
As an extension of this, Parks also touched on the point that the purchase makes great sense from the FAST perspective.
Even though Fox already owns Tubi, a hugely popular free streaming service, the purchase of Roku comes with The Roku Channel — arguably an even more popular free streaming service.
Start the conversation