Roku, the leading streaming platform in North America, has reached a significant milestone by now having 10 manufacturers to produce and sell Roku TVs across the United States. This comes as consumer choices in the rapidly growing smart TV sector, where Roku’s operating system continues to power a substantial portion of the market. The move comes as Roku reports continued growth in its ecosystem, driven by increasing demand for seamless streaming experiences on affordable, high-quality televisions.
The addition of these manufacturers reflects Roku’s strategy to license its user-friendly operating system to a diverse array of brands, ensuring that Roku TVs are available in various price points and retail channels. From budget-friendly options at big-box stores to premium models with advanced features, the lineup caters to households seeking easy access to thousands of streaming channels without the complexity of competing smart TV platforms. Roku’s OS, known for its intuitive interface and minimal clutter, has become a staple for cord-cutters and streaming enthusiasts alike.
This development builds on Roku’s direct entry into TV manufacturing, which began in recent years to complement its licensing model. By collaborating with established electronics companies, Roku enhances its market penetration while allowing partners to leverage its proven technology for their hardware. The result is a robust selection of Roku TVs that emphasize 4K resolution, HDR support, and voice controls, making high-definition entertainment accessible to more American families.
Here is the complete list of manufacturers offering Roku TVs in the United States:
- Roku (TVs made by Roku itself)
- Hisense
- Onn (from Walmart)
- Sharp
- Pioneer
- TCL
- Philips
- Westinghouse
- JVC
- Proscan
Note: These are the manufadcutres currently making Roku TVs others like RCA have come and gone over the years.
Each manufacturer brings unique strengths to the table. For instance, Hisense and TCL, long-time partners, focus on value-driven models with vibrant displays suitable for everyday viewing. Walmart’s Onn brand targets budget-conscious shoppers with entry-level sets that perform reliably in living rooms and dorms. Legacy names like Sharp and Pioneer emphasize durability and audio integration, appealing to audiophiles. Philips and Westinghouse offer stylish designs for modern homes, while JVC and Proscan provide compact options for secondary spaces. Roku’s own branded TVs, such as the Pro Series and Plus Series, round out the portfolio with features like Mini-LED backlighting and gaming enhancements, positioning them as competitive mid-range choices.
The impact of this 10-manufacturer ecosystem extends beyond variety. Roku TVs now represent one in three televisions sold in the United States that run a smart operating system. This statistic highlights the platform’s entrenched popularity, as more buyers opt for Roku’s ecosystem over alternatives like Google TV or Amazon Fire TV. Industry reports indicate that Roku’s share of the U.S. connected TV market hovers around 37 percent, based on programmatic ad transactions and device usage. This dominance translates to over 90 million streaming households globally, with the majority in North America, where Roku devices surpass traditional broadcast viewership in monthly hours watched.
The one-in-three figure stems from Roku’s early adoption in the smart TV space, dating back to partnerships initiated over a decade ago. As of early 2025, the U.S. smart TV market is projected to ship more than 50 million units annually, with Roku powering a third of those equipped with built-in streaming capabilities. This penetration rate has fueled Roku’s revenue growth, particularly in advertising, as brands target engaged viewers through the platform’s data-driven tools. The company’s recent acquisitions, such as Frndly TV, further enrich its content library, drawing more users to Roku TVs.
Consumers benefit from this saturation in practical ways. Setup is straightforward, with automatic channel recommendations and universal search across services like Netflix, Hulu, and Disney+. Energy-efficient designs and over-the-air updates keep these TVs current without frequent replacements. Retailers like Best Buy and Walmart report brisk sales, especially during back-to-school and holiday seasons, as families upgrade to models that double as entertainment hubs.
With 10 manufacturers on board, Roku is poised to capture even more of the one-in-three slice, potentially pushing toward 40 percent by year’s end. This positions the company not just as a streaming intermediary but as a foundational player in how Americans buy TVs. As streaming hours on platforms like The Roku Channel surge by double digits year-over-year, the influx of new Roku TVs promises to keep the momentum alive, transforming living rooms nationwide into personalized media centers.
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