ROKU, INC company profile | Finbar Research

Overview

Roku, Inc. operates in the TV-streaming and connected-TV advertising sector. Its platform connects viewers, content partners and advertisers, with Roku TV OS at the center of its streaming players and licensed Roku TVs. The company earns revenue from platform activities, including advertising and streaming-service distribution, and from devices such as streaming players and Roku-branded TVs. Its stated mission is to be the global TV-streaming platform connecting and benefiting viewers, content partners and advertisers.[1]

Roku reported $4.737 billion in revenue for 2025. Its streaming devices were available in more than 15 countries, and the company identified the United States, Canada and Mexico as key markets for its platform. Roku was founded in October 2002 and launched its first streaming player in 2008.[5] [1]

Products & services

Roku’s hardware products include streaming players such as the Roku Streaming Stick 4K, which supports 4K, Dolby Vision, HDR10+ and long-range Wi‑Fi, and Roku Ultra, which supports 4K, Dolby Vision, Dolby Atmos and Wi‑Fi 6. Its Roku Streambar SE combines a soundbar with 4K streaming, while Roku Wireless Speakers provide additional TV or surround sound for compatible systems.[9]

Roku licenses Roku TV OS and TV designs to manufacturers and sells its own Roku-branded televisions, including the Select, Plus, Pro and Hiro lines; it also announced Philips-branded Roku TVs with OLED. Roku TV OS brings apps together on a home screen and offers voice search and control, live-TV discovery, and software updates. Roku’s smart-home products include cameras, video doorbells, lights, plugs and home monitoring, managed through its Roku Smart Home app; subscription plans are available for cameras, doorbells and monitoring.[13]

The Roku Channel combines ad-supported on-demand programming, free ad-supported streaming TV and premium subscriptions, with content that is mainly licensed from third parties and includes Roku Originals. Roku’s advertising offerings include video and programmatic ads, placements in the interface and screensaver, sponsored experiences, and interactive ads. Roku Ads Manager supports self-serve campaign buying and measurement, while OneView is its streaming-TV ad-buying platform.[19]

For FY2025, Platform revenue was $4.145 billion, or 87% of total revenue, and Devices revenue was $592 million, or 13%. In Q2 2026, Platform revenue was $1.221 billion and Devices revenue was $134 million—about 90% and 10% of total revenue, respectively.[5] [13]

Geographic presence

Roku is headquartered in San Jose, California, at 1173 Coleman Avenue. Its office and shared-workspace footprint extends throughout the United States and internationally; the company identifies its San Jose headquarters as supporting sales, research and development, and administration.[26][27]

Roku’s geographic markets include the United States, Canada, Mexico, the United Kingdom, and countries in Central and South America. In 2025, it launched Streaming Stick products in Canada, Mexico, the U.K., Argentina, Brazil, Chile, Colombia, Peru, Costa Rica, El Salvador, Honduras, Guatemala, Nicaragua, and Panama. The Roku Channel was available on Roku TV OS devices in the U.S., U.K., Canada, and Mexico.[6][20] Roku’s FY2025 and Q2 2026 reports do not provide revenue by country or region, or an employee breakdown by geography.[28][29] [26]

Business segments

Beginning in Q1 2026, Roku reports three segments: Advertising, Subscriptions, and Devices. Previously, Advertising and Subscriptions were combined as Platform; Roku says it changed its internal reporting and retrospectively adjusted prior-period segment information.[30][31]

Advertising includes digital advertising, such as direct and programmatic video ads, user-interface-integrated ads, and related services. Subscriptions primarily includes end-user subscriptions and related revenue shares and services. Devices is separately reported as a product segment.[32] In Q2 2026, approximate shares of net revenue were Advertising 50%, Subscriptions 40%, and Devices 10%; for the first half of 2026, they were approximately 49%, 41%, and 10%, respectively.[34] [30]

Company history

Anthony Wood founded Roku in 2002. In 2008, the company launched its first streaming player, initially designed to stream Netflix, and in 2010 opened its player platform to licensing, broadening its business beyond devices it made itself.[35]

Roku expanded internationally in 2012, launching streaming players in the UK, Ireland, and Canada. In 2014, it introduced Roku TV with manufacturing partners TCL and Hisense, extending its operating system into partner-made televisions.[38]

In 2017, Roku launched The Roku Channel and completed its initial public offering; its shares began trading on Nasdaq under the ticker ROKU. In 2019, it acquired advertising-technology company dataxu. In 2021, Roku secured global distribution rights to Quibi’s programming, introduced Roku Originals, and acquired the This Old House business.[41]

Roku announced a smart-home product line in 2022 and, in 2023, launched its own Select and Plus televisions, expanding from licensing its TV operating system to selling Roku-designed television sets.[47][48] [35]

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ROKU, INC