Roku

Roku is a brand of devices that let people watch shows, movies, and other content from the internet. It includes special players you plug into a TV, smart TVs that already have Roku built in, and two services you can watch called The Roku Channel and Howdy. The company behind Roku is called Roku, Inc.

As of 2024, Roku was the most popular for watching streaming videos in the United States, with almost 145 million people able to use it.

History

Roku was started by Anthony Wood in 2002. He had previously created ReplayTV, 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. However, 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, was unveiled on May 20, 2008. It was developed in partnership with Netflix to serve as a standalone set-top box for its "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.

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).

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 Roku. In May 2010, the channel was updated to allow users to search the Netflix library directly from the device.

In August 2010, Roku announced plans to add 1080p video support to the HD-XR. 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.

Support for the first-generation Roku models ended in September 2015.

In July 2011, Roku unveiled its second generation of players, branded as Roku 2 HD, XD, and XS. All three models include 802.11n, and also add microSD slots and Bluetooth. The XD and XS support 1080p, and only the XS model includes an Ethernet connector and USB port. They also support the "Roku Game Remote"—a Bluetooth remote with motion controller support for games, which was bundled with the XS and sold separately for other models. The Roku LT was unveiled in October, as an entry-level model with no Bluetooth or microSD support.

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

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. A software update in October 2014 added support for peer-to-peer Miracast wireless.

In October 2015, Roku introduced the Roku 4; the device contains upgraded hardware with support for 4K resolution video, as well as 802.11ac wireless.

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. 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 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+.

In September 2018, Roku introduced the seventh generation of products. Carrying over from the 2017 sixth-generation without any changes were the Express (3900), Express+ (3910), Streaming Stick (3800), and Streaming Stick+ (3810). The Ultra is the same hardware device from 2017, but it comes with JBL premium headphones and is repackaged with the new model number 4661. Roku has resurrected the Premiere and Premiere+ names, but these two new models bear little resemblance to the 2016 fifth-generation Premiere (4620) and Premiere+ (4630) models. The new Premiere (3920) and Premiere+ (3921) are essentially based on the Express (3900) model with 4K support added, it also includes Roku Streaming Stick+ Headphone Edition (3811) for improving Wifi signal strength and private listening.

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

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.

On September 28, 2020, Roku introduced the ninth generation of products. 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.

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 lost remote finder. 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. Roku also announced Roku OS 10.5 with several 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 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.

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 to the lineup, along with hardware innovations to Roku TV and a reference design for a Roku TV Smart Projector. The new streaming sticks are more power efficient than their predecessors and can be powered by a TV USB port.

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

Roku TV

Roku launched its first branded 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 used on Roku smart TVs and streaming players. It helps users easily find and watch their favorite shows and movies from different streaming services. This system makes it simple 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. These channels are written in a language called BrightScript, which is similar to some computer languages.

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, which helps Roku grow in live TV streaming.

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.