Roku has established its supremacy in the streaming device industry, appearing as the preferred option among cord-cutters in a recent study of over 1,900 participants conducted by Cord Cutters News.
The poll, permitting participants to identify all devices utilized in their households, indicated that 64% of respondents employ a Roku, above the aggregate utilization of Fire TV (32.5%) and Apple TV (18.4%), which collectively represent 50.9%. The results underscore Roku’s dominance in a market where streaming constitutes 43.5% of U.S. television consumption (February 2025), despite the introduction of new models by competitors such as Hisense-Fire TV.
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The survey’s approach, allowing for multiple device selections, accurately represents contemporary households, when many utilize a combination of streaming devices, resulting in totals over 100%. Laptops and PCs occupied the third position at 28.9%, whereas Chromecast and Google TV lagged at 10.8%, highlighting Roku’s dominance in a fragmented industry.
Roku’s allure is in its straightforwardness and cost-effectiveness—devices like as the Roku Streaming Stick 4K ($49) provide 4K, HDR, and an extensive application library, surpassing Fire TV’s Alexa-centric environment and Apple TV’s more expensive $129 4K model, which appeals to Apple enthusiasts. Fire TV, with a market share of 32.5%, leverages Amazon’s ecosystem and robust devices offered at a competitive price. Apple TV’s 18.4% market share signifies its premium positioning, characterized by seamless iOS integration yet a higher price point that restricts widespread appeal, as highlighted in Cord Cutters News’ 2024 Cordie Awards, where Roku achieved 51.7%. The report indicates that Chromecast and Google TV have experienced a 10.8% growth, but continue to face challenges in market penetration.
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Roku’s 90 million active accounts (Q4 2024) encounter a challenge: as consumers retain older devices, growth may depend on ad-supported content, a strategy that both Roku and Amazon have adopted, having tested or introduced full-screen video advertisements on their home screens. Currently, it appears like Roku has devised an effective strategy to appeal to cord-cutters seeking alternatives to cable television.
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