Roku

Roku is a brand that makes devices for watching shows, movies, and other content from the internet. You can use Roku on special players that plug into a TV, smart TVs that already have Roku built in, and two services called The Roku Channel and Howdy. The company is called Roku, Inc.

As of 2024, Roku was the most popular way to watch streaming videos in the United States, and many people could use it.

History

Roku was started by Anthony Wood in 2002. He had created ReplayTV before, a company that made digital video recorders. After ReplayTV did not succeed, Wood worked at Netflix. In 2007, he began working on a project called Project:Griffin, which would let Netflix users watch shows on their TVs. But Netflix decided not to launch this project.

Instead, Roku released its first set-top box in 2008. By 2010, they offered many different models. In 2014, Roku started working with smart TV makers to build TVs with Roku features built-in. In 2015, Roku won an Emmy award for improving TV technology.

Over the years, Roku grew to become the leading brand for streaming videos in the United States. By 2025, Roku reached over 90 million homes, and its channel reached nearly 145 million people. Many reviews praised Roku for being easy to use and affordable.

Roku streaming players

The first Roku model, the Roku DVP N1000, came out on May 20, 2008. It was made with Netflix to be a small set-top box for their "Watch Instantly" service. The goal was to make a device that was cheap and small, better than bigger digital video recorders and video game consoles. It has an NXP PNX8935 video decoder that works with both standard and high definition formats up to 720p. It also has HDMI output and can update its software automatically.

Roku launched two new models in October 2009: the Roku SD, a simpler 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 features. The Roku DVP was later called the Roku HD. By that time, Roku had added support for more services. The next month, they introduced the Channel Store, where users could download apps for other video services.

At first, Netflix needed a PC. Users had to add content to their "Instant Queue" on the Netflix website before they could watch it on Roku. In May 2010, the Netflix channel was updated so users could search Netflix directly from the device.

In August 2010, Roku planned to add 1080p video support to the HD-XR. The next month, they released new models with thinner designs: 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 had a new remote.

Support for the first Roku models ended in September 2015.

In July 2011, Roku showed its second generation of players, called Roku 2 HD, XD, and XS. All three models have 802.11n, and also add microSD slots and Bluetooth. The XD and XS support 1080p, and only the XS model has an Ethernet connector and USB port. They also support the "Roku Game Remote"—a Bluetooth remote with motion controller support for games. It came with the XS and could be bought separately for other models. The Roku LT was introduced in October as a simple model without Bluetooth or microSD support.

In January 2012, Roku introduced the Streaming Stick - a new model in a small dongle shape using Mobile High-Definition Link (MHL). Later in October, Roku added a new search feature to the second-generation models, bringing together content from services that work on the device.

Roku showed its third-generation models in March 2013, the Roku 3 and Roku 2. The Roku 3 has a faster CPU than the 2 XS, and a Wi-Fi Direct remote with a headphone jack. The Roku 2 only has the faster CPU. A software update in October 2014 added support for Miracast wireless.

In October 2015, Roku introduced the Roku 4; this device has better hardware and supports 4K resolution video, as well as 802.11ac wireless.

In September 2016, Roku updated all its streaming players with five new models (Roku Express, Roku Express+, Roku Premiere, Roku Premiere+, and Roku Ultra), while the Streaming Stick (3600) stayed the same. The Roku Premiere+ and Roku Ultra support HDR video using HDR10.

In October 2017, Roku introduced its sixth generation of products. The Premiere and Premiere+ models were stopped, the Streaming Stick+ was introduced with a better Wi-Fi antenna, and new processors were added for the Roku Streaming Stick, Roku Express, and Roku Express+.

In September 2018, Roku introduced the seventh generation of products. The Express (3900), Express+ (3910), Streaming Stick (3800), and Streaming Stick+ (3810) stayed the same. The Ultra is the same as in 2017 but comes with JBL headphones and a new model number, 4661. Roku brought back the Premiere and Premiere+ names, but these new models are based on the Express (3900) with 4K support added. They also include the Roku Streaming Stick+ Headphone Edition (3811) to improve Wi-Fi and allow private listening.

In September 2019, Roku introduced the eighth generation of products.

That year, Netflix said it would stop supporting older Roku models, including the Roku HD, HD-XR, SD, XD, and XDS, as well as the NetGear-branded XD and XDS, starting December 1, 2019. Roku had warned in 2015 that it would stop updating players made in May 2011 or earlier, and these old boxes were included.

On September 28, 2020, Roku introduced the ninth generation of products. An updated Roku Ultra was released with the Roku Streambar, a device that works as both a Roku and a Soundbar. The microSD slot was removed from the new Ultra 4800, the first top Roku device since the first generation without this feature. On April 14, 2021, Roku announced the Roku Express 4K+, the Voice Remote Pro as an optional upgrade for existing Roku players, and Roku OS 10 for all modern Roku devices.

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

On November 15, 2021, Roku announced a budget model Roku LE (3930S3) to be sold at Walmart while supplies last. It does not support 4K or HDR10, so its features are like the 2019 Roku Express (3930). It has the same shape as the 2019 Roku Express, but the shell is white instead of black.

On April 23, 2025, Roku introduced the eleventh generation of products. Two new streaming players, Roku Streaming Stick and Roku Streaming Stick Plus were added, along with hardware updates to Roku TV and a design for a Roku TV Smart Projector. The new streaming sticks use less power than before and can be powered by a TV USB port.

This generation of Streaming Sticks replaced MicroUSB ports with USB-C ports and removed Dolby Vision HDR and long-range Wi-Fi connectivity.

Roku TV

Roku launched its first smart TV in late 2014. These TVs are made by companies like TCL, LG, Westinghouse, Panasonic, Philips, Haier, Hitachi, Toshiba, and Hisense. They use the Roku system to make watching TV easy and fun. These TVs get updates just like Roku streaming devices.

In 2019, Walmart and Roku started selling TVs under the Onn brand only at Walmart stores. In 2020, Roku made a special badge to show which devices work well with Roku TVs. In 2022, Roku and Element Electronics made the first outdoor Roku TV, which you can use outside in bright sunlight. In 2023, Roku and Best Buy announced that Best Buy would sell special Roku TVs made just by Roku.

Roku OS

Roku OS is the operating system for Roku smart TVs and streaming players. It helps users find and watch their favorite shows and movies from many streaming services. This system makes it easy to switch between different apps and channels on the TV.

Content and programming

Roku offers video services from many internet-based video providers.

Content on Roku devices comes from partners and is called "channels." Users can add or remove different channels using the Roku Channel Store or search. Roku’s website does not say which channels are free.

Roku lets anyone create new channels using a special tool. Roku started its own free channel in October 2017. It includes movies and TV shows from many studios and adds new content regularly. In January 2019, it added premium subscription options. It first launched in the U.S. and later in the UK.

In August 2025, Roku launched Howdy, a subscription streaming service without ads. It costs $2.99 per month and has thousands of hours of content.

In May 2025, Roku bought Frndly TV for $185 million.

Main article: The Roku Channel

Main article: Howdy (streaming service)

Main article: Frndly TV

Controversies

Some people have worried that Roku devices might make it easier to find content that supports bad ideas or harmful groups. In 2017, a court in Mexico stopped the sale of Roku devices for a short time because a TV company said people were using the devices to watch shows without permission. Roku said these were not official channels and they work to stop illegal content.

Roku has also had disagreements with TV companies about how much they should pay to show their shows. Sometimes, this meant that popular services like HBO Max or Peacock were not available on Roku for a little while until they could agree on the rules. In 2021, Roku and Google had a big argument about YouTube TV, but they worked it out and the service came back to Roku devices.