The news: Roku is now in more than 100 million households, per a blog post. The number is based on user accounts rather than devices, since users could have multiple Roku devices throughout the home.

“We’re helping shape the entertainment landscape by making it easier to discover great content, more affordable to watch it, and more effective for advertisers and partners around the world to connect with audiences,” Roku CEO and founder Anthony Wood said.

Why it’s worth watching: The streaming platform is now in more than half of US broadband households, outpacing Amazon Fire and Apple TV.

Roku’s value proposition includes unique premium ad placements:

• Home Screen Spotlight Ads, which all Roku users see when they power on their Roku device or Roku connected TV (CTV)
• Theme Ads that integrate into users’ chosen backgrounds when screen-saving kicks in
• Action Ads that are interactive and allow users to follow through via remotes
• Pause Ads that take over the screen until users return to their shows

But Roku still has some catching up to do when it comes to earnings. We forecast that it will fall behind both Amazon and YouTube in CTV ad revenues, bringing in $3.57 billion in 2026.

Recommendations for marketers: Use Roku’s first-party data to deploy personalized ads across its devices.

• Consider targeting sports fans before and during the NFL Draft this week and Wimbledon and FIFA 2026 World Cup in June–July. Sporting events offer real-time, engaged audiences.
• Plan ad budgets for new releases across streaming platforms. Use churn as an opportunity to follow users as they cancel and add services according to premieres and major events.
• Considering more than 80% of US adults use their phone or computer while watching TV, test interactive ads that require second-screen action to drive conversions. Think of it as an opportunity instead of a distraction.