What changed in this filing

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Item 1. Business

2025-02-14 compared with 2024-02-16 · 158 added, 159 removed, 123 unchanged (72% of the section changed)

(“Roku,” the “Company,” “we,” or “us”) is the leading TV streaming platform in the United States by hours streamed.

We pioneered streaming to the TV.

We believe that all TV will be streamed.

(“Roku,” the “Company,” “we,” or “us”) is the leading TV streaming platform in the United States, Canada, and Mexico by hours streamed.

We pioneered streaming to the TV and believe that all TV will be streamed.

The shift of the TV ecosystem to streaming continues and is expanding TV’s capabilities for viewers, content partners, advertisers, and other industry participants.

Nearly every major media company not only has a streaming service, but has also expanded beyond pure subscription streaming models to new ad-supported streaming options.

Nearly every major media company not only has a streaming service, but has also expanded beyond pure subscription streaming models to ad-supported streaming options.

Advertisers use TV streaming to reach viewers who are increasingly unreachable on traditional TV, while also benefiting from the digital advertising capabilities that TV streaming platforms can deliver.

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Our Strategy and Business Model

The foundation of our platform is the Roku operating system (the “Roku OS”), which is purpose built for TV streaming, and powers Roku streaming devices.

The Roku OS is designed to run on low-cost hardware, which enables Roku streaming devices to be sold to customers at competitive prices.

The Roku OS connects viewers to our streaming platform via a broadband network, giving them access to a wide selection of content through a streaming experience that is both delightful and easy to use.

We provide updates via the Roku OS to continuously deliver an exceptional TV streaming experience.

We dedicate significant resources to build, maintain, and advance the Roku OS;

The foundation of our platform is the Roku TV OS, which is purpose built for TVs and powers Roku streaming devices.

The Roku TV OS is designed to run on low-cost hardware, which enables Roku streaming devices to be sold to consumers at competitive prices.

The Roku TV OS connects viewers to our streaming platform via a broadband network, giving them access to a wide selection of content through an experience that is both delightful and easy to use.

We provide periodic updates via the Roku TV OS to continuously deliver an exceptional streaming experience.

We dedicate significant resources to build, maintain, and advance the Roku TV OS;

to provide an industry-leading streaming platform for our viewers, content partners, and advertisers;

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and to extend Roku’s leadership as the global shift to TV streaming continues.

Our three-phased business model—grow scale, grow engagement, and grow monetization—drives our mission as a global streaming platform that connects and benefits the TV ecosystem of viewers, content partners, and advertisers.

We leverage our ownership of our streaming platform to help our viewers find content across the streaming universe, while simultaneously growing monetization.

Increasing the number of Active Accounts

We make access to TV streaming affordable through a broad lineup of devices, at a variety of competitive price points, including Roku TV models, Roku-branded TVs, and Roku streaming players.

Roku TV models are TVs made and sold by our Roku TV partners, which are TV original equipment manufacturers (“OEMs”) that license the Roku OS and leverage our smart TV reference designs.

We have driven strong Active Account growth through our Roku TV licensing program, which we launched 10 years ago.

Our three-phased business model—grow scale, grow engagement, and grow monetization—drives our mission.

We leverage our position as the TV streaming platform to help our viewers find content across the streaming universe, while simultaneously growing monetization.

Our three key initiatives to grow platform revenue are to innovate the Roku Home Screen to expand monetization, grow advertising demand through deeper third-party platform integrations, and grow Roku-billed subscriptions.

Devices Segment:

Providing Easy Access to TV Streaming

We make TV streaming accessible to consumers through a broad lineup of devices, at a variety of competitive price points.

Our devices segment generates revenue from the sale of Roku streaming players, Roku-branded TVs, smart home products and services, audio products, and related accessories.

Roku TV models are TVs made and sold by our Roku TV partners, which are TV original equipment manufacturers (“OEMs”) that license the Roku TV OS and leverage our smart TV reference designs.

We have driven strong Streaming Household growth through this Roku TV licensing program, which we launched more than 10 years ago.

In 2023, we launched Roku-branded TVs, which are designed, made, and sold by us.

The Roku Select and Roku Plus Series TVs are available at Best Buy, Amazon, and Costco in the United States, and the Roku Pro Series TV is expected to be available in spring 2024.

This award-winning lineup includes the Roku Select and Roku Plus Series TVs, and the Roku Pro Series TVs, which are our higher-performing TVs that we launched in spring 2024.

Roku-branded TVs complement our successful Roku TV licensing program.

We believe our Roku-branded TVs will enable us to further grow our leadership position in TV streaming and expand into the higher-end range of performance TVs.

We believe our Roku-branded TVs will enable us to further grow our leadership position in TV streaming and compete in the higher-end range of performance TVs.

Roku-branded TVs will also help us innovate more quickly in all aspects of hardware and software and test directly with viewers, improving the product and viewer experience and strengthening the entire Roku ecosystem.

Roku streaming players enable users to easily turn (nearly) any TV into a smart TV.

On a periodic basis, we launch new streaming player models with a focus on offering high performance at an affordable price.

We also license the Roku OS and our streaming player designs, as well as provide ongoing technology and support services, to certain international pay TV and telecommunications service operators that distribute co-branded streaming players to their subscribers in their markets.

The Roku ecosystem extends beyond TV streaming to smart home devices that include cameras, video doorbells, a home monitoring system, plugs, light bulbs, and light strips, along with our Roku Smart Home mobile application for iOS and Android.

We launch new streaming player models periodically with a focus on offering high performance at an affordable price.

In September 2024, we launched our most powerful streaming player to date:

the 2024 Roku Ultra.

This premium streaming player comes bundled with the Voice Remote Pro (2nd edition), our most advanced remote.

Roku streaming devices are broadly distributed at popular national retailers such as Amazon, Best Buy, Costco, CVS, The Home Depot, Lowe’s, Sam’s Club, Target, Walgreens, and Walmart.

Audio is an important part of the TV streaming experience, and we offer Roku-branded wireless speakers and subwoofers that seamlessly connect to TVs powered by the Roku TV OS.

Additionally, Roku TV Ready allows certified soundbars to quickly and easily connect to Roku TVs, enabling the use of one remote and having all the sound settings uploaded to the TV.

This is another example of Roku’s innovative TV ecosystem.

The Roku ecosystem extends beyond TV streaming and audio to smart home devices that include cameras, video doorbells, lights, plugs, a home monitoring system, and our Roku Smart Home mobile application for iOS and Android.

Similar to our TV streaming business model, we build scale by selling Roku Smart Home devices and then monetize through smart home services.

We offer subscription plans for our cameras, video doorbells, and home monitoring system.

Audio is an important part of the TV streaming experience, and we also offer Roku-branded wireless speakers and subwoofers that seamlessly connect to TVs powered by the Roku OS.

Through our streaming devices and the Roku platform, we provide viewers tremendous choice, value, and an exceptional viewer experience.

In 2023, we added 10.0 million net Active Accounts, ending the year with 80.0 million Active Accounts.

Growing Streaming Hours

We believe that offering viewers a wide range of content and an easy-to-use interface drives increased user engagement.

We grew Streaming Hours from 87.4 billion hours in 2022 to 106.0 billion hours in 2023 through the increased distribution of Roku streaming devices, increasing our Active Accounts, and continuing to enhance our viewer experience.

One of the key competitive advantages driving our success is our position as a TV streaming platform that has achieved significant scale—our home screen is the first thing our viewers see when they start their TV streaming journey.

From this position, we can help the viewer decide what to watch across the vast range of options available to them on our streaming platform.

We innovate and build features to support this critical role in the viewer’s journey, and it is a key driver of our monetization.

The Roku Home Screen Menu (left navigation bar) contains features such as Live TV, Sports, and What to Watch, and in 2023 we launched enhancements to make it even easier for viewers to find and discover great entertainment.

For example, we are enabling more personalization through recommendations and features that allow viewers to track TV shows, movies, and sports teams.

Additionally, Roku’s powerful universal search makes it fast and easy when viewers are looking for specific content.

We also empower viewers to choose how much they want to spend on content by offering them a broad array of ad-supported, subscription, and transactional options.

Our direct relationship with customers provides us with detailed insights about their behavior on our streaming platform, including certain content viewers search for, the apps viewers install and watch, and the types of content that viewers purchase or subscribe to on our platform.

This first party data enables us to develop actionable insights such as content recommendations to improve our viewers’ experience.

Our significant scale, ability to reach highly engaged viewers, tools that enable seamless sign ups, and marketing/discovery features make us an attractive platform to content partners.

They can also reach and engage those viewers who no longer use or never used traditional TV services.

As more viewers shift to TV streaming, content partners that publish apps on our platform are able to reach these streaming audiences at scale and engage viewers directly.

One of the key engagement drivers on our streaming platform is The Roku Channel, our owned and operated streaming app.

In 2024, we added 9.8 million net Streaming Households, ending the year with 89.8 million Streaming Households.

Platform Segment:

Growing and Monetizing User Engagement

The Roku Experience

We call the user experience on the Roku platform the “Roku Experience.” It represents all the features that Roku builds and operates to engage, delight, and help our viewers find great entertainment.

A key competitive advantage that continues to drive our success is the combination of our significant scale and the Roku Experience, which begins with the Roku Home Screen.

The Roku Home Screen is the first thing our viewers see when they start streaming, and from this position, we can help the viewer decide what to watch every day across the vast range of options available to them on our streaming platform.

As an example, sports is an important entertainment category for viewers and advertisers, and Roku is focused on benefiting from its ongoing shift to streaming.

Available from the Roku Home Screen Menu, the Roku Sports Zone organizes sports programming in a single location, and its features are integrated throughout the Roku Experience.

We partnered with the NFL to launch our first league-branded zone in 2023, and in 2024 we added zones for the NBA and MLB.

We also have zones for college football, college basketball, and women’s sports, among others.

Each zone helps viewers find live and upcoming games and related content such as previews, highlights, commentary, and documentaries.

In addition to sports, we build viewer experiences around popular entertainment genres like home improvement and food and tentpole events like the Olympics and the Oscars.

The Roku Channel

Another top engagement driver on our streaming platform is The Roku Channel, our owned and operated streaming app.

The Roku Channel aggregates a broad variety of entertainment into a unified streaming experience, through three distinct types of content:

• AVOD (ad-supported video on demand):

Users can stream a broad variety of 80,000+ movies and TV shows, including Roku Originals, for free.

Users have access to watch 400+ FAST (free, ad-supported linear streaming TV) channels.

Viewers can stream a broad variety of 80,000+ movies and TV shows, including Roku Originals, for free.

Viewers have access to watch 500+ FAST (free, ad-supported linear streaming TV) channels in genres ranging from news to sports to entertainment to creator content.

• Premium Subscriptions :

Users can easily sign up, view, and manage subscriptions to dozens of streaming services that require a subscription such as Paramount+ and AMC+ with a single, monthly bill.

The Roku Channel benefits from its integration with our streaming platform, which has features such as Live TV, Sports, What to Watch, and more that can surface content from The Roku Channel to our viewers directly from our home screen and throughout a viewer’s streaming journey on our platform.

In 2023, The Roku Channel was a top 5 app on our platform by both Active Account reach and Streaming Hours.

The foundation of our content strategy for The Roku Channel is third party licensed content and, to a smaller extent, Roku Originals.

Viewers can easily sign up, view, and manage subscriptions to dozens of SVOD apps, such as Max and Paramount+, with a single, monthly bill.

The foundation of our content strategy for The Roku Channel is third-party licensed content and, to a smaller extent, our original programming, Roku Originals.

Our content spend is intended to be commensurate with the growth trajectory of The Roku Channel and with the broader macroeconomic environment.

The Roku Channel is available on devices powered by the Roku OS in the United States, the United Kingdom, Canada, and Mexico.

In the United States, it is also available online at TheRokuChannel.Roku.com, and on Amazon Fire TVs, Samsung TVs, Google TV, and other Android TV OS devices.

Monetization:

Growing our revenue and gross profit by monetizing user activity

We generate platform revenue primarily from the sale of digital advertising (including direct and programmatic video advertising, media and entertainment promotional spending, and related services), as well as streaming services distribution (including subscription and transaction revenue shares, the sale of Premium Subscriptions, and the sale of branded app buttons on remote controls).

Previously, we referred to streaming services distribution as content distribution services.

The Roku Channel is available on devices powered by the Roku TV OS in the United States, the United Kingdom, Canada, and Mexico.

In the United States, it is also available via the Roku mobile app, online at TheRokuChannel.Roku.com, and on Amazon Fire TVs, Samsung TVs, Google TV, and other Android TV OS devices.

Owning and operating both The Roku Channel and our streaming platform creates unique value, making us a leader in free content, positioning us to be a valuable partner to content partners, and providing a large source of advertising inventory.

The Roku Channel benefits from its integration throughout the Roku Experience, which has features such as Live TV, Sports, What to Watch, and more that can surface content to our viewers directly.

The Roku Channel is a core strategic asset in our monetization efforts that simultaneously benefits viewers, content partners, and advertisers, while generating platform revenue.

Streaming Hours

We grew Streaming Hours on the overall Roku platform from 106.0 billion hours in 2023 to 127.1 billion hours in 2024 through increasing the distribution of Roku streaming devices, increasing our Streaming Households, and continuing to enhance the Roku Experience.

We are always seeking new ways to innovate to expand the role the Roku Experience can play in helping viewers find what to watch, which simultaneously benefits our content partners and advertisers while creating monetization opportunities for Roku.

Platform Revenue

Our TV streaming platform enables content partners and advertisers to reach audiences that are increasingly unreachable on traditional TV.

Each user on our streaming platform creates multiple revenue opportunities for Roku through activities such as navigating through the Roku home screen, watching ad-supported content, or signing up for subscription services.

We measure monetization of our platform by calculating the average revenue per user (“ARPU”), which we believe represents the inherent value of our business model, and gross profit.

Each user on our streaming platform creates multiple revenue opportunities for Roku through activities such as navigating through the Roku Experience, watching ad-supported content, or signing up for subscription services.

We generate platform revenue primarily from the sale of digital advertising (including direct and programmatic video advertising, ads integrated into our UI, and related services), as well as streaming services distribution (including subscription and transaction revenue shares, the sale of Premium Subscriptions, and the sale of branded app buttons on remote controls).

We empower viewers to choose how much they want to spend on content by offering them a broad array of free, ad-supported, subscription, and transactional viewing options.

Our direct relationship with customers provides us with insights about their behavior on our streaming platform, including certain content viewers search for, the apps viewers install and watch, and the types of content that viewers purchase or subscribe to on our streaming platform.

This first party data enables us to develop actionable insights such as content recommendations to improve our viewers’ experience.

In 2024, we added a new personalized content row powered by AI to the Roku Home Screen.

Unlike suggestions from streaming services, which are restricted to their libraries, our recommendations include content from streaming apps across our platform.

This content row is designed to recommend TV shows and movies to viewers while simultaneously driving growth for Roku in areas such as Streaming Hours, SVOD signups, and ad reach.

Our significant scale, ability to reach highly engaged viewers, tools that enable seamless signups, and marketing/discovery features make us an attractive platform to content partners.

They can also reach and engage those viewers who do not use traditional TV services.

As more viewers shift to TV streaming, content partners that publish apps on our platform are able to reach these streaming audiences at scale and engage viewers directly.

We make it easy for content partners to distribute and monetize their streaming content through three primary business models:

subscription video on demand (“SVOD”), which includes subscriptions to individual video on demand apps and so-called virtual multichannel video programming distribution (“vMVPD”) services;

ad-supported video, which includes ad-supported video on demand (“AVOD”) apps with on demand content that do not charge a subscription fee to users, as well as free ad-supported streaming TV (“FAST”), which we define as free, ad-supported linear streaming TV;

and transaction video on demand, which includes apps that offer a la carte content purchases or rentals.

Through Roku Pay, our proprietary billing solution, we are also able to assist content partners with billing services, including billing users for in-app purchases like content rentals, managing subscriptions, and customer invoices.

Roku Pay allows content partners to enable a frictionless signup within their app, and we believe this key benefit simplifies user subscription signups and drives purchase and retention for our content partners.

SVOD, which includes subscriptions to individual video on demand apps and so-called virtual multichannel video programming distribution (“vMVPD”) services;

ad-supported video, which includes AVOD apps with on demand content that do not charge a subscription fee to users, as well as FAST;

and transaction video on demand (“TVOD”), which includes apps that offer a la carte content purchases or rentals.

Our billing service assists content partners with their billing needs, such as managing payment methods, subscriptions, and customer invoices.

This service also allows content partners to enable a frictionless signup within their app, and we believe this key benefit simplifies user subscription signups and drives purchase and retention for our content partners.

Content partners also have access to our media and entertainment tools to help them attract, engage, and retain viewers by investing in promoting their content on our streaming platform.

Content partners can use a variety of ad placements, including native display ads on the Roku home screen or a screen saver to drive app downloads, promote an app’s content, and direct traffic to their apps in order to drive subscriptions or movie and TV show consumption.

We also derive revenue from the sale of branded app buttons on streaming player and Roku TV remote controls that are intended to increase incremental usage of an app by allowing viewers to launch straight into the app from any screen.

Content partners can use a variety of ad types, such as native display ads on the Roku Home Screen to drive app downloads, promote an app’s content, or direct traffic to their apps in order to drive subscriptions or movie and TV show consumption.

We also derive revenue from the sale of branded app buttons on Roku remote controls that are intended to increase incremental usage of an app by enabling viewers to launch straight into the app from any screen.

Our analytics and reporting assist content partners with analyzing viewership trends and metrics for specific titles, and we also can help content partners target new audiences that are more likely to subscribe to their services.

Just as ads evolved decades ago when TV replaced radio as the primary entertainment medium, ads on TV streaming offer new and more performant opportunities than traditional TV.

We offer advertisers a unique and effective set of tools to reach viewers both on and off our streaming platform.

Advertisers are able to leverage the combination of our significant scale, our direct relationship with viewers, and our advertising capabilities to serve relevant advertisements.

Advertisers on our platform also can measure both the effectiveness of the ads served and their return on investment.

We are developing new and deeper relationships with third-party ad-buying platforms (retail media networks, demand-side platforms (“DSPs”), and other strategic partners) to meet marketers where they currently are buying programmatic advertising.

At the same time, our specialized ad products (such as Shoppable Ads, the Kroger Shopper Program, native ad formats, and our audience guarantees) are accessible only on our advertising platform.

This overall approach protects our strategic assets, while creating additional demand opportunities for our ad inventory.

Advertisers can use third-party DSPs or OneView (our ad-buying platform) to set up, make changes, and measure ad campaigns entirely on their own.

We offer engagement analytics such as ad impressions served, click-through rates, and video completion rates.

We work with a wide variety of third-party measurement companies to measure the branding impact of the ads served and audience demographics, validate ad effectiveness, and quantify sales lift from advertising on our platform.

Furthermore, we have relationships with third-party providers that focus on transactional or point of sale data, which enables our advertisers to compare the effectiveness of ads served on our platform to advertising on traditional TV.

Additional promotional advertising opportunities include content sponsorships that give viewers the opportunity to experience a free movie or show and sponsored themes in our viewer experience and shoppable ads that allow viewers to buy products directly from the TV screen.

With shoppable ads, we are adding more performant tools and more partnerships to expand the capabilities we can offer advertisers.

The Roku Channel is also a core strategic asset in our monetization efforts that simultaneously benefits viewers, content partners, and advertisers, while generating increasing platform revenue.

For viewers, The Roku Channel is a compelling destination for a diverse selection of free and paid entertainment.

For content partners, The Roku Channel provides a variety of options to distribute and monetize content through both licensing agreements and Premium Subscriptions.

And for both content partners and advertisers, The Roku Channel delivers a large and engaged audience at scale that we believe will continue to grow.

Owning and operating both The Roku Channel and the streaming platform creates unique value, making us a leader in free content, positioning us to be a valuable partner to content partners, and providing a large source of ad inventory.

Advertisers are able to leverage the combination of our significant scale, our direct relationship with viewers, and our innovative ad products and technology to reach consumers with relevant messages.

We offer advertisers a unique and effective set of tools to reach viewers and measure both the effectiveness of the ads served and their return on investment.

We sell both in-stream video ads and display ads integrated into our user interface (“UI”).

Our standard in-stream video ads are the same as the video advertising seen on traditional TV, but they are made more performant with data and technology.

Additionally, we are able to offer a broader array of ad experiences than standard video ads, such as the ability to takeover an entire ad break, ads related to a specific Roku Original, and ads that appear when the viewer pauses content.

The display ads we offer are integrated into the Roku Experience and are only possible because we are the streaming platform.

These differentiated ads fall into three main categories of native ads, native destinations, and action ads.

Native ads are high-visibility placements within our iconic Roku City screensaver, wallpaper-branded themes on the Roku Home Screen or The Roku Channel, spotlight ads (placed directly below the Roku Home Screen Menu), or marquee ads (placed directly to the right of the app tiles on the Roku Home Screen Menu) which can be either static or video.

Native destinations include sponsorships of a playlist, zone (e.g., the Roku Sports Zone), fan experience (e.g., the premiere of a new TV show season), or a “pass” that provides viewers with a free movie/TV show.

Action ads can be combined with other ad types and create an easy way for viewers to use their remote to subscribe to a service, purchase an item, or receive more information (e.g., OK-to-Text, OK-to-Checkout).

Many of our action ads are in partnership with companies such as Walmart, Shopify, and Instacart that connect their products with viewers and provide enhanced targeting and closed-loop measurement.

Roku enables advertisers to measure TV streaming ad performance throughout the Roku Experience.

Our measurement framework is built on a foundation of verified identity, consisting of direct relationships with viewers.

We can combine this asset with the advertiser’s preferred data sources to provide an expansive measurement toolkit that includes reach measurement, brand resonance, and sales attribution, among others.

We also have partnerships with companies such as iSpot.TV that allow advertisers to buy, optimize, and measure their campaigns, whether directly through Roku or through another buying platform.

Business Growth

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We must provide content partners with best-in-class publishing tools and actionable audience insights.

We must continue to innovate and invest in our advertising capabilities and technology so that we attract and encourage incremental advertising spend on our platform.

We aim to balance our commitment to achieving positive Adjusted EBITDA for full year 2024 and our investments to further expand our scale, engagement, and monetization.

We must continue to innovate and invest in our advertising capabilities and technology so that we attract and encourage incremental advertising spend on our streaming platform.

We aim to balance our commitment to growing Adjusted EBITDA and Free Cash Flow with our investments to further expand our scale, engagement, and monetization.

Advertising Innovation

We continue to innovate our advertising offerings.

In 2023, for the first time, Roku City (our dynamic screen saver) was opened for major advertisers in a broader range of verticals, such as McDonald’s, Mattel, and Carnival Cruise Line, which have integrated brand-specific visuals into our iconic screen saver.

We also announced a number of partnerships to expand the value we can deliver to marketers.

For example, we partnered with DoorDash to allow their merchants to place click-to-order offers within their Roku ads, and with Instacart to help consumer-packaged goods (CPG) advertisers measure whether users are purchasing products on Instacart after seeing an ad on our streaming platform.

Building on the Shoppable Ad technology that we launched with Walmart in 2022, we partnered with Shopify to enable users to purchase products from Shopify merchants directly from Roku devices.

And Spotify partnered with Roku as its first TV streaming partner to introduce video ads in the Spotify app on Roku devices.

On the Roku Home Screen, we recently enhanced our marquee ads from static display to video.

This new video capability has attracted diverse brands and verticals such as tech, financial services, quick-service restaurants, retail, consumer packaged goods, and auto.

This is part of our ongoing effort to diversify display ads on the Roku Home Screen beyond media and entertainment advertisers.

We are working to offer video in the marquee ads to more brands, while continuing to deliver a delightful user experience.

As part of our efforts to grow advertising demand, we are making it easier for advertisers to execute campaigns programmatically by expanding and deepening our relationships with third-party platforms, including demand-side platforms (“DSPs”), supply-side platforms (“SSPs”), retail media networks, measurement, and other strategic partners.

The Trade Desk (“TTD”) represents our deepest integration to date with a DSP.

Additionally, Roku has adopted Unified ID 2.0 (“UID2”), an identity solution developed by TTD, that allows advertisers to deliver more personalized ad experiences across Roku’s inventory and devices at scale.

We expect we will continue to integrate with third-party DSPs to expand our ability to serve multiple price points, and in doing so, we expect to drive incremental revenue over time.

We have also expanded our ad offering to better serve small and medium-sized businesses (“SMBs”).

Roku Ads Manager, launched in September 2024, is our self-service connected TV advertising solution, providing performance features like advanced targeting, conversion optimization and measurement, and shoppable ad formats.

This solution builds on our growing list of ad offerings that provide advertisers with more choices with regard to how they buy Roku Media – whether through direct IO (insertion order), a preferred DSP partner, or self-service.

This allows us to serve a diverse array of advertisers across verticals and business sizes, from SMBs to enterprise companies.

International Markets

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Today Roku streaming devices are available in 15+ countries.

We are the leading TV streaming platform in the United States and Mexico by hours streamed.

We are the leading TV streaming platform in the United States, Canada, and Mexico by hours streamed.

Internationally, we continue to grow our footprint and deepen our presence in key markets.

In Mexico, we announced RCA as a new Roku TV partner, an 8K Roku TV model with TCL, and new Roku TV models with Philips.

Building on our expansion in Latin America, we announced Roku TV models with Caixun in Chile and the launch of RCA Roku TV models in Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua.

In the United Kingdom, we announced Roku TV models with JVC (at Currys stores), Polaroid, and Sharp.

And in Germany, we expanded our Roku TV program with our third TV OEM partner, Coocaa.

In international markets, we will continue to focus on building scale first, increasing engagement, and ultimately driving monetization.

We are successfully growing The Roku Channel internationally.

The Roku Channel is available on devices powered by the Roku OS in the United Kingdom, Canada, and Mexico.

Mexico has become the channel’s largest international market.

With strong scale and engagement, and the launch of our digital advertising business in 2022, we have begun to monetize in Mexico.

In Latin America, we announced Roku TV models with Multi in Brazil;

Kalley in Colombia;

RCA in Chile;

and Sharp, Caixun, and Hyundai in Peru.

In the United Kingdom, we announced new Roku TV models with CHiQ, JVC, Veltek, and Logik and launched Roku TV models with Westinghouse.

In international markets, we plan to continue to focus on building scale first, increasing engagement, and ultimately driving monetization.

We are successfully growing The Roku Channel audience internationally.

The Roku Channel is available on devices powered by the Roku TV OS in the United Kingdom, Canada, and Mexico.

Mexico remains the channel’s largest market outside of the United States by Streaming Households and Streaming Hours.

With strong scale and engagement, we are working to grow monetization in Mexico.

Sales and Marketing

We engage in a wide variety of sales and marketing activities to continuously grow scale, engagement, and monetization and dedicate significant resources to this area.

Our sales and marketing activities are primarily focused on building and expanding relationships with content partners, advertisers, TV brands, retailers, and service operators, and driving sales of our products and our licensed Roku TV partners’ products to consumers through retail distribution channels.

We have dedicated business development teams that develop and maintain relationships to promote and build awareness of the features and advantages of our streaming platform among content partners, advertisers, TV brands, and service operators.

Our data science team supports our sales and marketing efforts by analyzing data on our platform to increase effectiveness for our content partners and advertisers as well as for our consumer marketing campaigns.

Our sales and marketing activities are primarily focused on building and expanding relationships with content partners, advertisers, TV brands, and retailers, and driving sales of our products and our licensed Roku TV partners’ products to consumers through retail distribution channels.

Our data science team supports our sales and marketing efforts by analyzing data on our streaming platform to increase effectiveness for our content partners and advertisers as well as for our consumer marketing campaigns.

Our relationship with content partners is typically client-direct.

Through our dedicated content partner relationship management team, we enter into agreements with content partners to distribute their apps on our platform, or license their content for The Roku Channel, or both.

As part of our distribution agreements with AVOD apps, we typically secure direct access to a portion of the content partners’ video ad inventory for our monetization, and our sales efforts are differentiated and complementary to that of our content partners.

Whereas our content partners typically feature their brand and content in their sale, we focus on delivering a large streaming audience across many apps and via other Roku branded experiences such as our home screen at once using our own data.

Through our dedicated content partner relationship management team, we enter into agreements with content partners to distribute their apps on our streaming platform, or license their content for The Roku Channel, or both.

As part of our distribution agreements with AVOD apps, we typically secure direct access to a portion of the content partners’ video advertising inventory for our monetization, and our sales efforts are differentiated and complementary to that of our content partners.

Whereas our content partners typically feature their brand and content in their sale, we focus on delivering a large streaming audience across many apps and via other Roku-branded experiences such as the Roku Home Screen at once using our own data.

We sell advertising to a wide range of advertisers helping them reach their goals across numerous key performance indicators.

We are developing relationships with more third-party ad-buying platforms (e.g., retail media networks, DSPs, and other strategic partners) to reach marketers buying programmatic advertising on such platforms and to create more demand opportunities for Roku ad inventory.

Our sales teams and products are organized into groups that specialize in the unique needs of each area:

(i) agency holding companies and Fortune 500 brands, (ii) independent agency and mid-market clients, (iii) content partners and entertainment brands, (iv) performance and direct-to-consumer brands, (v) international markets, and (vi) local advertising.

We are developing relationships with more third-party ad-buying platforms (e.g., retail media networks, DSPs, SSPs, and other strategic partners) to reach marketers buying programmatic advertising on such platforms and to create more demand opportunities for our advertising inventory.

Our ad sales teams and products are organized into groups that specialize in the unique needs of each area:

We work with our licensed Roku TV partners to assist in all phases of the development of Roku TV models, including planning, manufacturing, and marketing.

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We also sell products internationally through distributors and to retailers.

Amazon, Best Buy, and Walmart collectively accounted for 71% of our devices revenue for the year ended December 31, 2023 and 67% of our devices revenue for the year ended December 31, 2022.

We support retailers with an experienced sales management team and work closely with these retailers to assist with in-store marketing and product mix forecasting.

Amazon, Best Buy, Walmart, and Target collectively accounted for 81% of our devices revenue for the year ended December 31, 2024 and 76% of our devices revenue for the year ended December 31, 2023.

We support retailers with an experienced sales management team and work closely with these retailers to assist with marketing and product mix forecasting.

We intend to continue to invest significant resources in our sales and marketing efforts.

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Our revenue and gross profit are traditionally strongest in the fourth quarter of each fiscal year and represent a higher percentage of the total net revenue for such fiscal year due to higher consumer purchases and increased advertising during holiday seasons.

Furthermore, in preparation for the fourth quarter holiday season, we recognize significant discounts in the average selling prices of our streaming device sales through retailers in an effort to grow our Active Accounts, which typically reduce our devices gross margin or results in a devices gross loss in the fourth quarter.

Furthermore, in preparation for the fourth quarter holiday season, we recognize significant discounts in the average selling prices of our streaming device sales through retailers in an effort to grow our Streaming Households, which typically reduce our devices gross margin or results in a devices gross loss in the fourth quarter.

Research and Development

Our research and development model relies on a combination of in-house staff and outsourced development and manufacturing partners to cost-effectively improve and enhance our platform, and to develop new TVs, players, audio products, smart home devices, features, and functionality.

We work closely with content partners, advertisers, licensed Roku TV partners, and service operators to understand their current and future needs.

We work closely with content partners, advertisers, and licensed Roku TV partners to understand their current and future needs.

We have designed a product development process that seeks to take input from our partners into account when making decisions about our future product and service offerings.

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We outsource the manufacturing of our products to our contract manufacturers, original design manufacturers, and other contractors and vendors.

All of our products are manufactured in the People’s Republic of China, Southeast Asia, and Brazil.

Our contracts do not obligate them to supply products to us in any specific quantity or at any specific price.

Our manufacturers procure components and assemble our products to demand forecast we establish based upon historical trends and analysis from our sales, operations, and product management functions.

The manufacturers ship our products to our third-party warehouses in the United States and to our distributors in the United Kingdom and Brazil where we ship our products directly to retailers, wholesale distributors, and consumers.

All of our products are manufactured in China, Southeast Asia, Brazil, and Mexico.

Our contracts do not obligate our partners to supply products to us in any specific quantity or at any specific price.

Our manufacturers procure components and assemble our products to demand forecasts we establish based upon historical trends and analysis from our sales, operations, and product management functions.

The manufacturers ship our products to our third-party warehouses, from where we ship our products directly to retailers, wholesale distributors, and consumers.

Government Regulation

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For example, in both the United States and abroad, the regulatory framework for privacy and data security issues is rapidly evolving.

federal and state consumer protection regulators generally exercise oversight of consumer protections, often bringing enforcement actions for unfair acts or deceptive practices related to privacy and security.

And an increasing number of states have passed, or are considering, legislation to govern consumer privacy.

An increasing number of states have passed, or are considering, legislation to govern consumer privacy or consumer protection online.

Likewise, foreign jurisdictions in which we operate impose different, and sometimes more stringent, consumer and privacy protections, compared to the United States.

Consumer privacy laws, and regulators’ interpretations of these laws, may become more diverse and restrictive over time, increasing the challenges and costs associated with complying with these laws in all jurisdictions.

Privacy laws also may limit the ability of advertisers to fully utilize our platform, which could have a negative impact on our business.

Consumer privacy and consumer protection laws, and regulators’ interpretations of these laws, may become more diverse and restrictive over time, increasing the challenges and costs associated with complying with these laws in all jurisdictions.

Governments in both the U.S.

and other jurisdictions also have adopted, or are considering adoption, of laws and regulations intended to protect minors’ privacy and otherwise protect minors from perceived harms online.

Privacy and other laws also may limit the ability of advertisers to fully utilize our platform, which could have a negative impact on our business.

In addition, the internet is a vital component of our business and is subject to a variety of laws and regulations in jurisdictions throughout the world.

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Regulators in the United States and abroad continue to evaluate policy changes that could affect the openness of the internet.

To the extent regulators allow network operators to restrict the flow of content over the internet, such operators may seek to extract fees from us or our content partners to deliver our traffic or may otherwise engage in blocking, throttling, or other discriminatory practices with respect to our traffic, which could adversely impact our business.

Our business also is subject to risks generally associated with doing business abroad, such as U.S.

and foreign governmental regulation in the countries in which we operate and the countries in which our contract manufacturers, component suppliers, and other business partners are located.

For example, the threat, implementation, or modification of new import restrictions in the U.S., as well as any retaliatory measures adopted by affected U.S.

trade partners, could prove disruptive to the business environment in which we operate.

Finally, our content business is subject to a wide range of government regulations that may vary by jurisdiction.

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We compete with much larger companies which have resources and brand recognition that pose significant competitive challenges.

In the face of this competition, we believe our success depends on building scale by growing our Active Accounts, growing engagement by increasing the hours of content streamed through our platform, and growing the monetization of the activities that viewers engage in through our platform.

In the face of this competition, we believe our success depends on building scale by growing our user base, growing engagement by increasing the hours of content streamed through our platform, and growing the monetization of the activities that viewers engage in through our platform.

Our competitors include:

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• TV brands that offer their own TV streaming solutions within their TVs as well as other devices such as game consoles, DVD players, Blu-ray players, and set-top boxes that leverage their own operating systems;

• mobile streaming platforms that enable users to stream content on phones and tablets;

• streaming applications that enable users to stream content on phones, tablets, and laptop computers;

• companies that produce and aggregate TV streaming content with the goal of attracting wide audiences;

• companies that offer advertisers the opportunity to reach viewers on other content and advertising mediums, including on other ad-supported streaming services and social media apps;

• companies that offer advertisers the opportunity to reach viewers on other content and advertising mediums, including on other ad-supported streaming services and social media applications;

• companies that offer users other sources for news and entertainment, including broadcast and cable television networks, newspapers and magazines, social networks, and video games;

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We also compete with other entertainment providers, including other TV streaming companies and content publishers, in seeking high quality content to license for our platform and for talent and programming concepts for original content projects.

Increasingly, we also compete with these same publishers in seeking to sell advertising to support the distribution of streaming content.

A number of leading content publishers have launched new ad-supported subscription tiers, which offer consumers access to content either for free or for a lower subscription fee.

We also compete with these same publishers in seeking to sell advertising to support the distribution of streaming content.

A number of leading content publishers have launched ad-supported subscription tiers and FAST channels, which offer consumers access to content either for free or for a lower subscription fee.

As the TV streaming market continues to develop, we may become subject to additional competition as we introduce or develop new products and services, as our existing products and services evolve, or as other companies introduce competing products and services.

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As we grow our business, our goal is to ensure that Roku continues to be a great place to work and thrive.

Diversity, Equity, and Inclusion

We are committed to being a diverse and inclusive organization.

Since the launch of our formal diversity, equity, and inclusion (“DEI”) strategy in 2020, we have made considerable progress on elevating awareness of DEI, promoting dialogue and empathy, implementing employee resource groups, and expanding representation on The Roku Channel and the Roku platform.

Our dedicated Inclusion Strategy team partners across Roku’s global footprint to develop strategies and lead coordinated initiatives that advance inclusive employee and viewer experiences.

Our four-part DEI framework includes four pillars:

Employee Experience, Attract and Source, Leading Inclusively, and Customer Experience.

Employee Experience :

We facilitate an inclusive employee experience through our pay equity analysis, learning and development offerings, internal and external communications, employee resource groups (“ERG”), and mentoring.

In 2023, we continued our U.S.

pay equity analysis to help ensure we pay fairly and equitably across gender and ethnicity, year over year.

Our six voluntary and employee-led ERGs are highly engaged and foster a diverse and inclusive workplace, build internal community, encourage career growth and networking, and support social impact partnerships.

In 2023, we delivered DEI offerings in the areas of bias, inclusive conversations, bridging gaps across differences, and allyship.

Our DEI Talks series featured a diverse group of tech and entertainment and media leaders.

We also increased the frequency of DEI communications to amplify our commitment, both internally and externally.

Attract and Source :

Our Inclusive Recruiting Program Manager and DEI specialists embedded within our Talent Acquisition team directly contribute to our efforts to be inclusive.

In addition, every member of our Talent Acquisition team is trained on how to source, engage, and recruit candidates from different backgrounds.

To that end, our recruiters are equipped to discuss DEI best practices with hiring managers to ensure we continue to widen the candidate pipeline for all roles and create inclusive recruiting experiences.

Furthermore, our U.S.

university recruiting and intern programs embed DEI into their strategies so that our recruiting pipelines include historically black colleges and universities, Hispanic-serving institutions, and underrepresented clubs and programs across other schools where we recruit.

Our external relationships are also focused on organizations that reflect underrepresented communities, including technical and non-technical women and underrepresented minority organizations, to enable our hiring managers and recruiters to attend or speak at related conferences, share our job descriptions, and tell our employer brand story to a wider audience.

Leading Inclusively :

Our leaders are instrumental in sustaining inclusive employee and customer experiences.

We seek to increase opportunities for leaders to demonstrate inclusive leadership.

Members of our executive management team volunteer to serve as executive sponsors for our ERGs, while additional leaders volunteer to be executive advocates or chairs.

We are also building inclusive leadership awareness into our training and people manager resources and communications.

Customer Experience :

As a TV streaming platform with both U.S.

and international viewers, we believe our customer experiences should reflect the diversity of our customers.

We offer a slate of “inclusion zones” (including Black Voices, Pride, Latino Voices, Women’s Voices, and Asian and Pacific Islander Voices) on the Roku platform that highlight and celebrate related stories from various content providers.

Community Engagement and Social Impact

We have developed a Social Impact program that engages our local communities through employee volunteerism.

Our program partners with organizations that provide opportunities for employees to mentor high school students through activities such as career panels, industry masterclasses, and hands-on science, technology, engineering, and math (STEM) challenges.

Learning and Talent Development

Our Learning and Talent Development function provides our employees with the training and development needed to support our strategic priorities and growth.

Our employee development programs begin with a comprehensive new hire onboarding experience covering our culture, business, and the resources employees need to increase our new hires’ speed to productivity.

In addition to mandatory training covering anti-harassment, anti-discrimination, and privacy, we offer employees a suite of highly encouraged training offerings covering topics such as high-performance feedback, career development, change management, and communication skills.

We are committed to fostering an inclusive workplace to spark innovation, strengthen teamwork, equip us to build exceptional products, and drive us to deliver the best TV streaming content.

We believe our employees should feel respected, valued, and empowered to contribute, collaborate, and thrive.

Our Inclusion Strategy team partners across Roku to implement coordinated programs that advance inclusion, supports our employee resource groups, and collaborates with our Talent Acquisition team to expand our talent community and share our employer brand story.

In addition, as a global TV streaming platform, we seek to delight our consumers through inclusive content, services, and partnerships that enrich the Roku Experience for our audiences everywhere.

Our Inclusion Strategy and Roku Media teams partner to elevate storytelling that authentically represents and resonates with audiences from different backgrounds.

We seek to make purposeful investments in developing future talent across our industry through our Social Impact program.

Our employees partner with nonprofits to share their expertise and provide young people with valuable industry insights and hands-on experiences.

We also collaborate with external organizations to connect a broad range of talent with real-world opportunities in media and entertainment.

Our Learning and Talent Development team provides our employees with the training and development needed to support our strategic priorities and growth.

Our employee development programs begin with a comprehensive new hire onboarding experience covering our culture, business, and the resources needed to increase our new hires’ speed to productivity.

In addition to required trainings, we offer employees a suite of highly encouraged offerings covering topics such as high-performance feedback, career development, change management, and communication skills.

Managers are provided with training on expectations for managers and have access to a 1:1 leadership coaching program to support new and newly promoted leaders in managing and leading effectively.

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We intend to continue to review, refresh, purchase, and custom-build additional training materials to support our global employees’ performance and development needs.

Compensation and Benefits

Our total compensation program is designed to attract, retain, and reward talented professionals.

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We make available, free of charge through our website, our annual reports on Form 10-K, quarterly reports on Form 10-Q, and current reports on Form 8-K, and amendments to those reports, filed or furnished pursuant to Sections 13(a) or Section 15(d) of the Exchange Act, as soon as reasonably practicable after they have been electronically filed with, or furnished to, the SEC.

Investors and others should note that we announce material financial information to our investors using our investor relations website (roku.com/investor), SEC filings, webcasts, press releases, and conference calls.

Investors and others should note that we announce material financial information to our investors using our investor relations website (roku.com/investor), our blog (roku.com/blog), SEC filings, webcasts, press releases, and conference calls.

We use these mediums to communicate with investors and the general public about our company, our products and services, and other issues.

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Compared sentence by sentence after normalising whitespace, quotation marks, case and digits, so re-formatting and restated figures do not read as changed language. Wording changes appear as one removal and one addition. The current filing and the prior one are authoritative.

What changed 10-K

Item 1. Business