At a press event in New York yesterday, Roku announced that The Roku Channel has climbed to the third most popular app on Roku TVs and Roku streaming players. This milestone marks a significant leap for the free, ad-supported streaming television service, which has rapidly gained traction among viewers. While Roku did not disclose the top two apps on its platform, the company emphasized that The Roku Channel’s rise reflects its growing influence in the competitive streaming landscape. The announcement also highlighted Roku’s expanding reach, with the platform now present in over 50% of U.S. households with broadband internet service, underscoring its dominance in the connected TV (CTV) market.
Launched in 2017, The Roku Channel has evolved from a niche offering to a powerhouse, boasting over 500 free channels, 80,000 movies and shows, and access to premium subscriptions for services like Paramount+, MGM+, and Showtime. Its ad-supported model, which requires no subscription fee, has resonated with cost-conscious consumers, particularly as subscription fatigue grows. According to Roku, The Roku Channel reached households with approximately 145 million people in 2024, solidifying its position as the most popular free service in the U.S.. The channel’s surge to the third most popular app on Roku’s platform—where it competes with heavyweights like Netflix and YouTube—signals its appeal across diverse demographics, from Gen Z to viewers over 50, who are increasingly opting out of traditional TV subscriptions.
Roku’s penetration into over half of U.S. broadband households—90 million active accounts as of Q4 2024—has positioned it as a gatekeeper in the streaming ecosystem. The company’s focus on affordable devices and its licensing of Roku OS to manufacturers like TCL, Hisense, and others have made Roku TVs and players accessible to millions. This widespread adoption has amplified The Roku Channel’s visibility, as it comes preinstalled on all Roku devices, unlike third-party apps that require manual downloads. Industry analysts, such as Mark Zgutowicz of Rosenblatt Securities, note that Roku’s control over the CTV homepage gives it unparalleled leverage, driving both ad impressions and subscription sign-ups.
The Roku Channel’s growth is particularly significant as Roku’s business model has shifted from hardware sales to its Platform segment. In 2024, the company streamed 106 billion hours of content, with advertising and subscription revenues far outpacing device sales. Partnerships with brands like Instacart to measure ad effectiveness and the addition of premium content from Warner Bros. Discovery and NBCUniversal have further boosted The Roku Channel’s appeal. Looking ahead, Roku aims to capitalize on this momentum by expanding subscription sales and introducing new free channels, such as the recently launched Roku Sports Channel.
As The Roku Channel cements its status as a top-tier app, Roku’s influence in the streaming wars continues to grow. With its user base expanding and ad revenues soaring, the company is well-positioned to shape the future of TV consumption in the U.S. and beyond.
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