Amidst the bustling realm of streaming platforms, Roku has firmly established its presence. As of April, more than 100 million households are utilizing Roku’s array of streaming devices, including its renowned streaming sticks, boxes, and Roku TVs.

Roku’s journey began in 2008 when it emerged from Netflix as an internally developed streaming device. Fast forward to today, and not only has Roku witnessed phenomenal growth, but streaming services, in general, have reshaped the entertainment landscape. Back in 2008, Netflix boasted fewer than 10 million subscribers, a figure that has now surged to over 325 million. Similarly, Hulu, which also opened its doors to the public in 2008, had reached 64.1 million US subscribers by late 2025. Meanwhile, Disney Plus, which debuted in 2019, surpassed 131 million subscribers by the end of last year.

Roku’s early entry into the streaming device market was a strategic move that resonated with consumers wishing to cut ties with traditional cable boxes in favor of streaming. Personally, I’ve relied on a Roku streaming stick for the past five years, bypassing cable subscriptions entirely—a choice mirrored by many in the past 18 years. Roku proudly asserts that its devices are now in use in over half of all US broadband households. Furthermore, as of late last year, Roku had secured the title of the most popular streaming operating system in the US, powering 28 percent of households.