Roku is celebrating a milestone that says a lot about where entertainment is heading. For the third month in a row, people in the United States spent more time streaming on Roku-powered devices than they did watching traditional broadcast television.
Nielsen’s latest data shows Roku-powered devices accounted for 21.4 percent of all TV viewing in July. Broadcast came in at 18.4 percent. That gap may not seem huge, but it marks a steady trend from May and June where streaming also came out ahead. Roku says its share of TV viewing is up 14 percent year-over-year, which suggests people are not just trying streaming, they’re sticking with it.
The Roku Channel, the company’s free and ad-supported streaming service, represents 2.8 percent of all TV viewing on its own. But Roku is quick to point out that its platform goes beyond one service, covering thousands of apps and live TV providers. It’s not just about giving people access to content, but also about becoming the front door to modern television.
“When we first said that all TV would be streamed, it was a bold prediction,” said Anthony Wood, Roku’s founder and CEO. “That day is closer than ever.” Wood said the company now wants to make streaming easier and more personal while also giving creators and partners more impact.
Charlie Collier, President of Roku Media, made a point about how much has changed since the days of the old TV guide. “In broadcast’s heyday, TV guides directed us to ‘must-see’ television and the pop cultural moments we shared. Today, the streaming platform is the guide, and the moments shaping culture are happening on Roku.”
Roku powers streaming on smart TVs and devices in over half of internet-enabled U.S. households. By its own numbers, it sells more TV units than the next two operating systems combined. It’s a reminder that Roku has positioned itself as more than just a box or an app. It clearly wants to be the place where television happens.
So, is traditional TV dead? Not yet, folks. Broadcast still plays a role, especially for live sports and local news. But with Roku steadily outpacing it, the balance of power is shifting. For many households, streaming is no longer the future of TV… it’s already the present.
