Roku Says It's Now in More Than 100 Million Homes and Used by Over Half of All US Broadband Households

Roku Says It's Now in More Than 100 Million Homes and Used by Over Half of All US Broadband Households

Roku has crossed the 100 million household milestone globally, and says its devices and operating system are now used by more than half of all US broadband households. Alongside the reach milestone, Roku disclosed $4.15 billion in 2025 platform revenue — a figure that underscores how far the company has evolved from a hardware device maker into an advertising and content distribution business.

The 100 Million Milestone

Reaching 100 million homes is a scale that very few consumer tech platforms achieve. For context, Netflix has around 300 million paid subscribers globally; Roku's 100 million household figure refers to homes with an active Roku device or Roku-powered TV, not necessarily active streaming sessions on any given day. But 100 million homes represents genuine household penetration that gives Roku meaningful leverage in negotiations with content owners, advertisers, and streaming services.

The "more than half of US broadband households" claim is particularly significant for advertisers. It means buying Roku inventory gives brands access to a majority of connected US homes — a reach figure that approaches the historical reach of cable television at its peak, but with addressable digital targeting.

Platform Revenue vs. Hardware

Roku's $4.15 billion in 2025 platform revenue — derived primarily from advertising and revenue sharing with streaming services — is the core of its business. Hardware has long been sold at or near cost, serving as the distribution vehicle for the platform. The economics mirror Amazon's approach with Kindle and Echo: the device is a means to capture the user into a monetizable ecosystem.

Advertising on Roku's home screen, in the Roku Channel, and embedded in the streaming experience has become a meaningful alternative to linear TV advertising for brands seeking reach at scale. The company's OneView ad platform competes directly with Google and The Trade Desk for connected TV advertising dollars.

Competition and Threats

Roku faces competition from Amazon Fire TV, Google TV, and Samsung and LG's built-in smart TV operating systems. The competitive dynamic has intensified as TV manufacturers have increasingly developed their own operating systems rather than defaulting to Roku, reducing Roku's share of new TV deployments. Maintaining relevance as the installed base ages is Roku's central strategic challenge.

The Bottom Line

100 million homes and $4.15 billion in platform revenue mark Roku as a durable, scaled business in connected TV. The challenge now is defending that position as TV manufacturers, Amazon, and Google each push their own platforms. Roku's leverage is its installed base; its risk is becoming a feature rather than the default experience in the next generation of televisions.

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