Providing Market Intelligence for 40 Years

In The News

Roku OS Missing Features Explained: Discovery and Developer Limits

Roku's market position has a way of making the platform look more capable than it is. Across U.S. broadband households, Roku OS accounts for 28% of connected TV platform usage, ahead of Samsung Tizen at 23%, with Amazon Fire TV, LG webOS, and Vizio SmartCast trailing at a distance, according to Parks Associates research.    

Parks Associates Director Michael Goodman puts the stakes plainly: operating systems determine what content consumers see, how services are positioned, and how advertising is delivered. With AI-driven search and  personalization becoming the new competitive standard for TV operating systems, the firm argues that platform control will only matter more in the years ahead. This is the context in which Roku's specific shortcomings land.           

What they may not yet prove is that Roku has closed the gap on the deeper AI-driven discovery layer Parks Associates identifies as the next competitive frontier. The firm argues that AI-driven personalization, the kind that doesn't just catalog content but anticipates it, is where platform competition is heading. Roku's What to Watch feature aggregates titles across services, which is useful.

Roku's 28% share is stable and its value proposition is real. According to Parks Associates, the platform earns its position for a wide range of users, particularly those who primarily want free content, simple setup, and a reliable experience without active management. Nothing in this analysis changes that.

Parks Associates projects that AI-driven personalization will become the standard competitive axis for TV operating systems in the coming years, with platform ecosystems growing more consequential as that shift plays out.

From the Cord-Cutters.gadgethacks article, "Roku vs other smart TV platforms: default choice versus deliberate choice" 

Previously In The News

Disney and FOX Don’t Think Their New Sports Bundle Will Wreck Cable TV. Are They in Denial?

Consulting firm Parks Associates found 40% of US traditional pay-TV subscribers still watch live sports via Legacy pay TV. “This could be a win for the sport streaming consumer searching for their...

46% of pay-TV subscribers show interest in smart more control features, survey finds

In recent findings by Parks Associates, a trend among pay-TV subscribers underscores a growing inclination towards integrating smart home and security functionalities within their TV services. The...

Interest Is Growing for a More Interactive TV-Watching Experience

New data from research firm Parks Associates found that 46% of cable TV subscribers find emerging home control and interactive features, provided through their TV service, appealing or very appealing....

More Than 60% of U.S. Households Feel They’re Paying Too Much For Electricity

New data from market researcher Parks Associates shows 60% of U.S. households think they’re paying too much for electricity. The firm will host dozens of experts from Big Tech and energy companies...

Phone:
972-490-1113
Mailing Address:
2301 West Plano Parkway, Suite 210, Plano, TX 75075
Expertise
Smart Home: Management and Safety Consumer Electronics Connected Health and Wellness Connectivity and Mobility Small-to-medium Business (SMB) MDU
Services
Research Memberships Visibility Memberships Streaming Video Tracker Smart Home and Security Tracker Broadband Market Tracker Channel Analytics
Events
CONNECTIONS™ CONNECTIONS™ Summit/CES Smart Energy Summit Connected Health Summit Future Of Video Smart Spaces
Resources
Press Releases Analyst Blog Parks in the News
Store
View Your Cart
About Us
Overview Team Contact Us Privacy Policy

Follow:

© 2023-2026 Parks Associates. All Rights Reserved. Privacy Policy

Design & Developed By Agency Partner Interactive