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

New white paper reveals huge opportunities for integrators

Parks Associates’ new white paper, "Smart Spaces: New Opportunities for Custom Integrators," released in partnership with Nice Group, reveals that K-12 schools and universities, apartments and condomi...

As LA wildfires raged, these residents watched their homes burn on doorbell video

As of last year, at least 18% of U.S. households — or at least 25-27 million — had video doorbells, according to Dallas-based market research firm Parks Associates. That’s up from around 7% of househo...

Smart Tag Usage Grows Among U.S. Households

Parks Associates’ has released its latest research from its Tech Ecosystem Dashboard service, revealing the continued rise of smart tag use in United States households. According to the research, 12%...

US Internet Households Prioritize Utility Apps for Energy Monitoring

Recent research reveals a significant trend among US internet households: 42% prefer their electricity provider or utility to supply an app for monitoring energy usage. This insight stems from a detai...

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