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State of the Screens

Is TV Manufacturing Roku’s Next Channel?

By February 24, 2022No Comments

2022-02-23_18-23-35

Big news: Rumors are circulating that Roku is preparing to launch their own smart TV.

Big question: Why would Roku want to build their own TVs?

Quick answer: Smart TV manufacturers have improved their operating systems (TVOS) to the point where an increasing number of consumers opt to forgo a third-party streaming device (Roku, Fire TV, etc.).

YoY growth in viewing time by streaming device type according to Conviva:
1) Smart TV – ↑ 37%
2) Mobile – 17%
3) Tablet – 5%
4) CTV device – 2%
5) Desktop – 12%
6) Gaming console – 16%

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Key numbers from Roku’s earnings:
1) 8.9M
active accounts added in 2021
2) 60.1M
total active accounts
3) 80%
YoY increase in advertising revenue
4) 45%
YoY increase in ad revenue per hour of streaming

Roku active accounts (YoY growth):
1) 2016 – 13.4M
2) 2017 – 19.3M (↑ 44%)
3) 2018 – 27.1M (↑ 40%)
4) 2019 – 36.9M (↑ 36%)
5) 2020 – 51.2M (↑ 39%)
6) 2021 – 60.1M (↑ 17%)

8A6E.1-2021Q4A

Roku advertising revenue (YoY growth):
1) 2016 – $105M
2) 2017 – $225M (↑ 115%)
3) 2018 – $417M (↑ 85%)
4) 2019 – $741M (↑ 78%)
5) 2020 – $1.3B (↑ 71%)
6) 2021 – $2.3B (↑ 80%)

8A6E.1-2021Q4B

Roku advertising revenue per account (YoY growth):
1) 2016 – $7.83
2) 2017 – $13.78 (↑ 76%)
3) 2018 – $17.95 (↑ 30%)
4) 2019 – $23.14 (↑ 29%)
5) 2020 – $28.76 (↑ 24%)
6) 2021 – $41.03 (↑ 43%)

8A6E.1-2021Q4C

Roku total streaming hours (YoY growth):
1) 2016 – 5.2B
2) 2017 – 14.8B (↑ 185%)
3) 2018 – 23.7B (↑ 60%)
4) 2019 – 37.7B (↑ 59%)
5) 2020 – 58.7B (↑ 56%)
6) 2021 – 73.2B (↑ 25%)

8A6E.1-2021Q4D

Roku advertising revenue per streaming hour (YoY growth):
1) 2016 – $0.020
2) 2017 – $0.015 (↓ 25%)
3) 2018 – $0.018 (↑ 16%)
4) 2019 – $0.020 (↑ 12%)
5) 2020 – $0.022 (↑ 10%)
6) 2021 – $0.031 (↑ 45%)

More: Roku Platform Head Scott Rosenberg Is Leaving the Company

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.