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[Vita Wanberg]

Roku (/ˈroʊkuː/ ROH-koo) is a brand owned by the American tech company Roku, Inc. It is used to market consumer electronic products such as smart TVs, streaming players, and their operating systems, as well as a free streaming service. Roku is the top streaming TV distributor in the U.S., reaching nearly 120 million people as of 2024.[1][2][3]

Roku was formed by Anthony Wood in 2002, who had previously founded ReplayTV, a DVR company that competed with TiVo.[4] After ReplayTV's failure, Wood worked for a while at Netflix. In 2007, Wood's company began working with Netflix on Project:Griffin, a set-top box to allow Netflix users to stream Netflix content to their TVs.[4] Only a few weeks before the project's launch, Netflix's founder Reed Hastings decided it would hamper license arrangements with third parties, potentially keeping Netflix off other similar platforms, and killed the project.[5] Fast Company magazine cited the decision to kill the project as "one of Netflix's riskiest moves".[5]

Netflix decided instead to spin off the company, and Roku released their first set-top box in 2008.[6] In 2010 they began offering models with various capabilities, which eventually became their standard business model.[6] In 2014, Roku partnered with smart TV manufacturers to produce TVs with built-in Roku functionality.[4] In 2015, Roku won the inaugural Emmy for Television Enhancement Devices.

In 2021 according to CNBC, Roku was the U.S. market leader in streaming video distribution.[2] Later in 2023, Variety called Roku "the top connected TV platform" in the U.S.[1] As of 2024, the streaming platform reportedly reaches nearly 120 million people in the U.S.[3]

The first Roku model, the Roku DVP N1000, was unveiled on May 20, 2008. It was developed in partnership with Netflix to serve as a standalone set-top box for its recently introduced "Watch Instantly" service. The goal was to produce a device with a small footprint that could be sold at low cost compared to larger digital video recorders and video game consoles. It features an NXP PNX8935 video decoder supporting both standard and high definition formats up to 720p; HDMI output; and automatic software updates, including the addition of new channels for other video services.[7][8][9]

Roku launched two new models in October 2009: the Roku SD (a simplified version of the DVP, with only analog AV outputs); and the Roku HD-XR, an updated version with 802.11n Wi-Fi and a USB port for future functionality. The Roku DVP was retroactively renamed the Roku HD. By then, Roku had added support for other services. The next month, they introduced the Channel Store, where users could download third-party apps for other content services (including the possibility of private services for specific uses).[10][11]

Netflix support was initially dependent on a PC, requiring users to add content to their "Instant Queue" from the service's web interface before it could be accessed via the Roku. In May 2010, the channel was updated to allow users to search the Netflix library directly from the device.[12]

In August 2010, Roku announced plans to add 1080p video support to the HD-XR.[13] The next month, they released an updated lineup with thinner form factors: a new HD; the XD, with 1080p support; and the XDS, with optical audio, dual-band Wi-Fi, and a USB port. The XD and XDS also included an updated remote.[14]

In January 2012, Roku unveiled the Streaming Stick - a new model condensed into a dongle form factor using Mobile High-Definition Link (MHL).[18][19] Later in October, Roku introduced a new search feature to the second-generation models, aggregating content from services usable on the device.[20]

Roku unveiled its third-generation models in March 2013, the Roku 3 and Roku 2. The Roku 3 contains an upgraded CPU over the 2 XS, and a Wi-Fi Direct remote with an integrated headphone jack. The Roku 2 features only the faster CPU.[21][22] A software update in October 2014 added support for peer-to-peer Miracast wireless.[23]

In September 2016, Roku revamped their entire streaming player line-up with five new models (low end Roku Express, Roku Express+, high end Roku Premiere, Roku Premiere+, and top-of-the-line Roku Ultra), while the Streaming Stick (3600) was held over from the previous generation (having been released the previous April) as a sixth option.[25] The Roku Premiere+ and Roku Ultra support HDR video using HDR10.[26]

In October 2017, Roku introduced its sixth generation of products. The Premiere and Premiere+ models were discontinued, the Streaming Stick+ (with an enhanced Wi-Fi antenna device) was introduced, as well as new processors for the Roku Streaming Stick, Roku Express, and Roku Express+.[27]

The same year, Netflix announced that it would stop supporting older generations of Roku, including the Roku HD, HD-XR, SD, XD, and XDS, as well as the NetGear-branded XD and XDS beginning on December 1, 2019. Roku had warned in 2015 that it would stop updating players made in May 2011 or earlier, and these vintage boxes were among them.[30]

On September 28, 2020, Roku introduced the ninth generation of products.[31] An updated Roku Ultra was released along with the addition of the Roku Streambar, a 2-in-1 Roku and Soundbar device. The microSD slot was removed from the new Ultra 4800, making it the first top-tier Roku device since the first generation to lack this feature. On April 14, 2021, Roku announced the Roku Express 4K+, replacing the 8th generation Roku Express devices, the Voice Remote Pro as an optional upgrade for existing Roku players, and Roku OS 10 for all modern Roku devices.[32]

On September 20, 2021, Roku introduced the tenth generation of products.[33] The Roku Streaming Stick 4K[34] was announced along with the Roku Streaming Stick 4K+ which includes an upgraded rechargeable Roku Voice Remote Pro with lost remote finder.[35] Roku announced an updated Roku Ultra LT with a faster processor, stronger Wi-Fi and Dolby Vision as well as Bluetooth audio streaming and built-in Ethernet support.[36] Roku also announced Roku OS 10.5 with several new and improved features.[37]

On November 15, 2021, Roku announced a budget model Roku LE (3930S3) to be sold at Walmart, while supplies last.[38] It lacks 4K and HDR10 support, making its features similar to those of the 2019 Roku Express (3930). It has the same form factor as the 2019 Roku Express, except the plastic shell is white rather than black.

Roku announced its first branded smart TV and it was released in late 2014. These TVs are manufactured by companies like TCL, LG, Westinghouse and Hisense, and use the Roku user interface as the "brain" of the TV. Roku TVs are updated just like the streaming devices.[73] More recent[vague] models also integrate a set of features for use with over-the-air TV signals, including a program guide that provides information for shows and movies available on local antenna broadcast TV, as well as where that content is available to stream, and the ability to pause live TV (although the feature requires a USB hard drive with at least 16GB storage).

In January 2020, Roku created a badge to certify devices as working with a Roku TV model. The first certified brands were TCL North America, Sound United, Polk Audio, Marantz, Definitive Technology, and Class.[75]

Content on Roku devices is provided by Roku partners and is identified using the term channel. Users can add or remove different channels using the Roku Channel Store or the search feature. Roku's website does not specify which channels are free to its users.

The Roku is an open-platform device with a freely available software development kit that enables anyone to create new channels.[79] The channels are written in a Roku-specific language called BrightScript, a scripting language the company describes as 'unique', but "similar to Visual Basic" and "similar to JavaScript".[80]

Developers who wish to test their channels before a general release, or who wish to limit viewership, can create "private" channels that require a code be entered by the user in the account page of the Roku website. These private channels, which are not part of the official Roku Channel Store, are not reviewed or certified by Roku.[81][82]

Roku launched its own streaming channel on its devices in October 2017. It is ad-supported, but free. Its licensed content includes movies and TV shows from studios such as Lionsgate, MGM, Paramount, Sony Pictures Entertainment, Warner Bros., Disney, and Universal as well as Roku channel content publishers American Classics, FilmRise, Nosey, OVGuide, Popcornflix, Vidmark, and YuYu. It is implementing an ad revenue sharing model with content providers. On August 8, 2018, the Roku Channel became available on the web as well.[83] Roku also added the "Featured Free" section as the top section of its main menu from which users can get access to direct streaming of shows and movies from its partners.[84]

In January 2019, premium subscription options from select content providers were added to the Roku Channel.[citation needed] Originally only available in the U.S.,[85] it launched in the UK on April 7, 2020, with a different selection of movies and TV shows, and without premium subscription add-ons.[86]

On January 8, 2021, Roku announced that it had acquired the original content library of the defunct mobile video service Quibi for an undisclosed amount, reported to be around $100 million.[87][88] The content is being rebranded as Roku Originals.[89]

In June 2017, a Mexico City court banned the sale of Roku products in Mexico, following claims by Televisa (via its Izzi cable subsidiary) that the devices were being used for subscription-based streaming services that illegally stream television content without permission from copyright holders. The devices used Roku's private channels feature to install the services, which were all against the terms of service Roku applies for official channels available in its store. Roku defended itself against the allegations as such, stating that these channels were not officially certified and that the company takes active measures to stop illegal streaming services.[91] The 11th Collegiate Court in Mexico City overturned the decision in October 2018, with Roku returning to the Mexican market soon after; Televisa's streaming service Blim TV (now Vix) would also launch on the platform.[92]

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