• by Wayne Friedman , Yesterday

Roku, the massive streaming app distributor, has surpassed 100 million global streaming households, according to the company.

Roku OS-powered TVs and streaming devices are available in more than 15 countries worldwide. 

Roku did not provide country-by-country specifics, but industry estimates for Roku streaming devices (set-top box and smart TV OS) are at a 55% market share with Amazon Fire TV, next at 35%. Roku is in roughly 75 million to 80 million U.S. households, with Amazon Fire TV at 40 million to 45 million.

Roku defines streaming households as the number of distinct user accounts streaming on the Roku platform in a given 30-day period.

Touting Comscore, Roku claims that in the fourth quarter of 2025, the streaming platform will get three times the connected TV engagement of the next leading streaming distributor platforms.

Roku gets 44% of total hours spent viewing connected TV (CTV) content, Amazon Fire TV is at 14%, with Samsung 12% and Google at 5%.

Free, ad-supported, streaming Roku Channel had a 2.9% share of total TV/streaming viewing for February 2026, according to Nielsen’s Gauge measure -- up from a 2.1% share in February 2025.

In 2025, Roku was estimated to have taken in $2.4 billion in advertising revenue -- 13% higher than the year before.

The company says overall platform revenue -- which includes content distribution and consumer subscription fees --  grew 18% to $4.15 billion.