Roku runs the software layer built into smart TVs that every viewer must pass through to reach Netflix, Disney+, or any other streaming service.
Most companies in its industry are attention businesses; this one is an interface business
Roku embeds its operating system directly into the firmware of TVs made by manufacturers like TCL and Hisense, so when a viewer turns on one of those sets, the Roku home screen loads before Netflix, Disney+, or anything else appears. Because every streaming service that wants to reach those households has to surface through that home screen, Roku sits in the middle of every subscription sign-up and ad-supported stream, collecting a commission or selling an ad slot each time — without paying for the content or the hardware itself. Adding another streaming channel to the platform costs almost nothing, but the total amount of ad time and subscription revenue Roku can generate is tied to how many Roku-branded TVs are actually sitting in living rooms, and American households replace their televisions only every seven to ten years, so no amount of investment can make that installed base grow faster. The one arrangement that would break the model is if a major service like Netflix or Disney+ pulled out of Roku entirely and launched its own TV hardware — because a home screen missing one of the biggest names is no longer a complete gateway, and TV manufacturers would have reason to look for a different operating system to put in their sets.
How does this company make money?
Roku's main source of income is selling video ad slots that appear while people stream content on Roku-powered TVs. It also collects a share of the subscription fee every time someone signs up for Netflix, Disney+, or another service through the Roku interface. When a viewer buys or rents a movie or TV episode directly through the platform, Roku takes a cut of that sale too. It also sells its own hardware devices, though those generate thin profit margins and are mainly a way to get more households onto the platform.
What makes this company hard to replace?
People who have used a Roku remote for years know exactly where every button is, and learning a different system takes real effort for an entire household. Streaming service passwords and watch histories for everyone in the family are saved inside Roku accounts, and moving all of that elsewhere is a hassle. For anyone with a TV that has Roku built in rather than attached as a separate box, switching platforms means buying a completely new television — there is no simpler swap available.
What limits this company?
Most American families replace their television only once every 7 to 10 years, so the number of households running Roku OS can only grow as old TVs are swapped out — no amount of spending can make that happen faster. On top of that, once a TV manufacturer agrees to use Roku OS, it takes another 12 to 18 months before those sets actually reach store shelves, meaning growth today depends on deals that were signed years ago.
What does this company depend on?
Roku cannot run without Netflix, Disney+, and HBO Max providing their streaming apps and agreeing to appear on the platform. It needs TCL, Hisense, and other TV manufacturers to keep embedding Roku OS in their sets during production. It relies on Amazon and Best Buy to stock and sell its devices. Programmatic advertising platforms buy the ad slots Roku sells, and Nielsen and other measurement services verify the audiences those ads reach.
Who depends on this company?
Streaming services like Netflix and Disney+ use Roku as one of their biggest channels for signing up new US subscribers — if Roku disappeared, they would lose a major front door into American living rooms. TV manufacturers like TCL depend on Roku OS to stand out against bigger rivals like Samsung and LG, because the software is a core part of what they are selling. Programmatic advertisers depend on Roku for access to living-room ad inventory that is separate from anything on a phone or computer screen.
How does this company scale?
Adding a new streaming channel to the platform costs almost nothing — it connects through an API and appears on the home screen without Roku building anything physical. But the supply of ad time and subscription sign-ups is still tied to how many Roku-OS TVs are actually in homes, and that number is locked to the 7-to-10-year pace at which American households replace their televisions, which no investment can speed up.
What external forces can significantly affect this company?
Federal Trade Commission rules on privacy and targeted advertising could reduce what Roku is allowed to know about viewers, making its ad slots less valuable. US-China trade tensions put pressure on partnerships with TCL and other Chinese TV manufacturers that build Roku OS into their sets. When the Federal Reserve raises interest rates, funding for new streaming services dries up, which shrinks the variety of content on the platform and makes it a less compelling place for viewers to land.
Where is this company structurally vulnerable?
If Disney, Netflix, or another dominant streaming service launched its own streaming hardware and pulled its app off Roku entirely, the home screen would suddenly be missing one of the main reasons people use it. A Roku TV that cannot reach one of the biggest services is no longer a complete one-stop shop, and TV manufacturers like TCL and Hisense would have good reason to look at other OS partners whose content lineup was still intact.
Structural observations derived from financial data, industry benchmarks, and supply chain position.
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