Roku now has 15 million monthly active users across its platform, as of June 30, 2017 – a figure that’s up by 43 percent over the same time last year, and up from the 13 million accounts it announced in January.
The figure isn’t a proxy for Roku device sales, however – it’s about user engagement. Also, the company noted that its users streamed nearly 7 billion hours on its platform during the first half of the year, or a 61 percent increase over 2016.
These numbers are notable, as the industries around streaming TV continue to heat up. Not only is there competition among both the on-demand video services like Netflix and Amazon, a new crop of live TV services – like Sling, Vue, Hulu Live TV, YouTube TV, and DirecTV Now, for example – is also emerging. But beyond choosing what to watch, consumers have to decide how.
For some, that’s using a low-cost dongle or stick like Chromecast, Fire TV Stick or Roku’s own stick, while others go for more high-end devices like Apple TV.
The problem with many of the streaming devices on the market today is that they’re not agnostic when it comes to content – they’re in the business of supporting their own ecosystem and content storefronts. Apple only this March announced it would finally allow Amazon Video on Apple TV this year.
Roku, on the other hand, aims to enable any content it can, no matter the provider. It can’t play your iTunes purchases but it supports nearly all the other digital storefronts and streaming services.
In the U.S, Roku today offers 5,000 streaming channels, enabling access to 500,000 movies and TV episodes, the company says. With 15 million active users, Roku isn’t necessarily running away with the market, nor is it lagging behind.