Roku, headquartered in San Jose, California, is a company specializing in smart TV operating systems, smart TVs, streaming devices, and smart home and audio products. Their primary focus is on providing access to streaming media content, particularly streaming television services.
2002: Anthony Wood Founds Roku
Anthony Wood, after his previous venture ReplayTV, established Roku in 2002.
2007: Netflix Cancels Project:Griffin, Leading to Roku's Spin-off
Initially a collaboration with Netflix, Project:Griffin, aimed at creating a Netflix streaming set-top box, was canceled by Netflix in 2007, leading to Netflix spinning off Roku.
May 2008: Launch of First Roku Digital Media Player
In May 2008, Roku, in collaboration with Netflix, introduced its first digital media player, designed for streaming Netflix's "Watch Instantly" service.
May 20, 2008: Roku Unveils the Roku DVP N1000
The Roku DVP N1000 was unveiled on May 20, 2008, marking Roku's first step into the digital media player market.
2008: Roku Releases Its First Set-Top Box
After the spin-off from Netflix, Roku released its first set-top box in 2008, marking its official entry into the market.
October 2009: Roku Introduces New Models and Channel Store
Roku expanded its product line in October 2009 with the Roku SD and Roku HD-XR, and also launched the Channel Store, allowing users to access third-party apps and content services.
May 2010: Roku Enhances Netflix Integration
In May 2010, Roku simplified Netflix access by allowing users to search and browse the Netflix library directly from their Roku devices.
August 2010: Roku Announces 1080p Video Support and Updated Model Lineup
Roku announced plans to add 1080p video support to its devices in August 2010 and followed up in September by releasing updated models with slimmer designs, 1080p support, and other enhanced features.
2010: Roku Adopts a Multi-Model Business Strategy
In 2010, Roku shifted its business model by introducing various models with different capabilities, catering to a wider range of customer needs and preferences.
May 2011: Roku's Warning About Older Player Updates
Roku had issued a warning in 2015 that it would eventually cease updates for players manufactured in or before May 2011, impacting some of the models that Netflix later dropped support for.
July 2011: Roku Unveils Second-Generation Players with Enhanced Features
Roku launched its second generation of streaming players, branded as Roku 2 HD, XD, and XS in July 2011, featuring improved connectivity, microSD slots, Bluetooth, and support for the "Roku Game Remote.".
January 2012: Roku Introduces the Streaming Stick
In January 2012, Roku unveiled the Streaming Stick, a new form factor for its streaming players, utilizing the Mobile High-Definition Link (MHL) technology.
March 2013: Roku Releases Third-Generation Models: Roku 3 and Roku 2
March 2013 marked the release of Roku's third-generation streaming players, including the Roku 3, featuring an upgraded CPU and a Wi-Fi Direct remote with an integrated headphone jack, and the Roku 2 with a faster CPU.
October 2014: Roku Adds Miracast Support
Roku added support for peer-to-peer Miracast wireless display technology to its second-generation models via a software update in October 2014.
2014: Roku Launches First Branded Smart TV
In 2014, Roku launched its first branded smart TV, manufactured by companies like TCL, LG, Westinghouse, and Hisense. These TVs use the Roku user interface. Roku TVs receive updates similar to their streaming devices and some models integrate features for over-the-air TV signals, such as a program guide and live TV pausing.
2014: Roku Partners with Smart TV Manufacturers
Expanding its reach, Roku partnered with smart TV manufacturers in 2014 to integrate Roku functionality directly into their TVs.
September 2015: Roku Ends Support for First-Generation Models
In September 2015, Roku announced the end of support for its first-generation models, marking the end of an era for these early devices.
October 2015: Roku Introduces the Roku 4 with 4K Resolution Support
Roku entered the 4K streaming market with the introduction of the Roku 4 in October 2015, featuring support for 4K resolution video and 802.11ac wireless connectivity.
2015: Roku Receives Emmy Award for Television Enhancement Devices
Roku achieved a significant milestone in 2015 by winning the inaugural Emmy Award for Television Enhancement Devices, recognizing its contribution to the television industry.
2015: Roku Warns of Ending Updates for Older Players
Roku announced in 2015 that it would discontinue updates for players released in or before May 2011.
September 2016: Roku Revamps Streaming Player Lineup with Five New Models
Roku significantly revamped its streaming player lineup in September 2016, introducing five new models: Roku Express, Roku Express+, Roku Premiere, Roku Premiere+, and Roku Ultra.
2016: New Premiere Models Differ from Fifth-Generation Counterparts
The new Premiere (3920) and Premiere+ (3921) models released in 2018 bore little resemblance to their 2016 fifth-generation Premiere (4620) and Premiere+ (4630) counterparts.
June 2017: Roku Products Banned in Mexico
In June 2017, a Mexico City court banned the sale of Roku devices in Mexico due to claims by Televisa that the devices were being used to illegally stream television content without proper authorization, particularly through private channels. Roku defended itself, stating these channels were not officially endorsed.
August 2017: Roku Strengthens Stance Against Piracy
In August 2017, Roku implemented a more prominent disclaimer for users adding non-certified channels. The disclaimer warned that channels enabling piracy could face removal without prior notice, reflecting Roku's efforts to curb piracy on its platform.
October 2017: Roku Launches The Roku Channel
Roku launched its own ad-supported streaming channel in October 2017, offering free content including movies and TV shows from major studios. The Roku Channel employed an ad revenue sharing model with content providers.
October 2017: Roku Releases Sixth-Generation Products with New Features and Model Updates
Roku launched its sixth generation of streaming devices in October 2017, discontinuing the Premiere and Premiere+ models, introducing the Streaming Stick+ with enhanced Wi-Fi, and updating processors for existing models like the Streaming Stick, Express, and Express+.
2017: Sixth-Generation Models Carried Over
Several sixth-generation Roku models, including the Express (3900), Express+ (3910), Streaming Stick (3800), and Streaming Stick+ (3810), were carried over from 2017 without significant changes.
May 2018: Roku Experiences Software Glitch Causing False Copyright Notices
In May 2018, a software glitch in the Roku platform mistakenly displayed copyright takedown notices on legitimate streaming services like Netflix and YouTube. Roku acknowledged the error and quickly issued a patch to resolve the issue.
August 8, 2018: Roku Channel Expands to the Web
On August 8, 2018, the Roku Channel expanded its reach beyond Roku devices, becoming accessible on the web.
September 2018: Roku Introduces Seventh-Generation Products, Including Updated Models and a Resurrected Premiere Lineup
Roku's seventh generation of products was released in September 2018, featuring updates to existing models and the return of the Premiere and Premiere+ names with new hardware based on the Express model and 4K support.
October 2018: Roku Returns to the Mexican Market
In October 2018, the ban on Roku products in Mexico was lifted by the 11th Collegiate Court in Mexico City. Following this decision, Roku products returned to the Mexican market, and Televisa's streaming service, Blim TV (now Vix), became available on the platform.
January 2019: Roku Channel Adds Premium Subscriptions
In January 2019, the Roku Channel expanded to include premium subscription options from select content providers, initially available only in the U.S.
September 2019: Roku Releases Eighth-Generation Products
Roku introduced its eighth generation of streaming products in September 2019, though specific details about the new lineup were not provided.
November 14, 2019: Walmart and Roku Partner on Onn-Branded Roku TVs
On November 14, 2019, Walmart and Roku announced a partnership to sell Roku TVs under Walmart's Onn brand, exclusively in Walmart stores, starting November 29.
December 1, 2019: Netflix Ends Support for Older Roku Models
Netflix discontinued support for several older generations of Roku devices, including the Roku HD, HD-XR, SD, XD, XDS, and NetGear-branded XD and XDS, starting December 1, 2019.
January 2020: Roku Introduces Device Certification Program
In January 2020, Roku created a certification program to ensure devices seamlessly work with Roku TV models. Initial certified brands included TCL North America, Sound United, Polk Audio, Marantz, Definitive Technology, and Classé.
April 7, 2020: Roku Channel Launches in the UK
On April 7, 2020, the Roku Channel launched in the UK, offering a selection of movies and TV shows tailored to the UK market but without the premium subscription add-ons available in the US.
May 2020: HBO Max Launches Amidst Streaming Disputes
In May 2020, HBO Max launched, facing immediate challenges in securing carriage agreements with major platforms like Roku due to disputes over revenue sharing models.
May 2020: Roku Announces 55-Inch Outdoor Element Roku TV
In May 2020, Roku announced the release of a 55-inch outdoor Element Roku TV, designed for outdoor use with features such as minimal reflection, an anti-glare display, and 4K streaming capabilities.
July 2020: Peacock Launches Without Roku Support
In July 2020, NBCUniversal's streaming service, Peacock, launched without being available on Roku devices due to ongoing disagreements over terms and conditions.
September 28, 2020: Roku Unveils 9th Generation Products
On September 28, 2020, Roku introduced its ninth generation of products, including an updated Roku Ultra and the new Roku Streambar, a combined Roku and soundbar device. Notably, the new Ultra 4800 removed the microSD slot.
December 2020: Roku and HBO Max Reach Agreement
In December 2020, after months of negotiations, Roku and WarnerMedia (the parent company of HBO Max) finally reached an agreement. This agreement paved the way for HBO Max to launch on the Roku platform, ending a major carriage dispute that had left Roku users without access to the streaming service.
December 2020: Roku and Spectrum Engage in Carriage Dispute
In mid-December 2020, Roku and Spectrum became embroiled in a carriage dispute, leading to Spectrum customers losing the ability to download or re-download the Spectrum TV streaming app on Roku devices.
December 17, 2020: HBO Max Launches on Roku After Lengthy Dispute
On December 17, 2020, HBO Max finally became available on Roku after WarnerMedia and Roku resolved a long-standing dispute regarding revenue sharing and terms for carrying the streaming service. The agreement came after months of negotiations and followed speculation that WarnerMedia's decision to release "Wonder Woman 1984" and its 2021 film slate on HBO Max alongside theatrical releases was intended to pressure Roku.
January 8, 2021: Roku Acquires Quibi's Content Library
On January 8, 2021, Roku acquired the content library of the defunct mobile video service Quibi for an undisclosed amount, reported to be around $100 million. Roku rebranded the acquired content as "Roku Originals."
January 2021: Roku's Market Share in Smart TVs Grows
In January 2021, a Roku executive announced that Roku's operating system was built into one out of three smart TVs sold in the United States and Canada, indicating significant market share growth.
April 14, 2021: Roku Announces New Devices and Roku OS 10
On April 14, 2021, Roku announced the Roku Express 4K+ (replacing the 8th generation Express devices), the Voice Remote Pro as an optional upgrade, and the release of Roku OS 10 for all modern Roku devices.
April 30, 2021: Roku Removes YouTube TV from Channels Store
On April 30, 2021, Roku removed the YouTube TV service from its Channels Store, citing Google's demands as 'predatory, anti-competitive and discriminatory.' Roku accused Google of leveraging its YouTube monopoly to force an unfavorable agreement that increased costs and impacted fair competition.
August 17, 2021: Roku and Spectrum Resolve Carriage Dispute
A carriage dispute between Roku and Spectrum, beginning in mid-December 2020, prevented Spectrum customers from downloading the Spectrum TV streaming app on Roku devices. Existing users were also unable to re-download the app after deletion. This dispute was resolved on August 17, 2021.
September 20, 2021: Roku Introduces 10th Generation Products and Roku OS 10.5
On September 20, 2021, Roku announced its 10th generation products, including the Streaming Stick 4K, Streaming Stick 4K+ (with an upgraded Voice Remote Pro), and an updated Roku Ultra LT with a faster processor and enhanced features. Roku also launched Roku OS 10.5 with new features and improvements.
November 15, 2021: Roku Releases Budget-Friendly Roku LE
On November 15, 2021, Roku announced the budget-friendly Roku LE (3930S3), sold exclusively at Walmart. The Roku LE lacks 4K and HDR10 support, resembling the 2019 Roku Express in features but with a white casing instead of black.
December 8, 2021: Roku and Google Settle YouTube Dispute
On December 8, 2021, Roku and Google settled their dispute and reached a multi-year agreement to keep the YouTube app on Roku and restore YouTube TV. This settlement came a day before the existing agreement for the YouTube app expired, resolving a standoff on terms for data access and app prominence.
March 2022: Roku Replaces Private Channel System
In March 2022, Roku retired its private channel system due to frequent misuse. The platform was replaced with a more controlled "beta channels" platform, designed to limit abuse by allowing only 20 users to test a channel for up to four months.
2022: Roku OS Becomes Leading Streaming TV Platform in the US
By 2022, the Roku OS had captured the largest market share among streaming TV platforms in the United States.
March 2023: Roku Partners with Best Buy for Exclusive TV Sales
In March 2023, Roku announced a partnership with Best Buy, making the retailer the exclusive seller of Roku Select and Plus Series TVs, both manufactured by Roku.
2023: Roku Channel Store Boasts Largest Collection of TV Channels
As of 2023, the Roku Channel Store hosted an impressive 38,941 channels, making it the most extensive collection among all streaming TV platforms.
2023: Roku Expands Product Line to Include Smart TVs, Soundbars, and Smart Home Devices
By 2023, Roku expanded its product offerings beyond streaming players to include its own branded smart TVs, soundbars, and smart home devices.