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

More Than Half Of U.S. Households Subscribe To An OTT TV Streaming Service

Parks Associates revealed today that 59 percent of U.S. broadband households subscribe to an over-the-top (OTT) streaming service such as Netflix, Amazon or Hulu. The firm's OTT Video Market Tracke...

Netflix price hike probably not the last for cord cutters

Netflix — in nearly half of U.S. broadband homes, according to Parks Associates — has angered customers with past price hikes. Six years ago, Netflix lost 800,000 U.S. subscribers when it raised the p...

The State Of The Smart Home: Voice Control

Fifty-five percent of U.S. broadband households find it appealing to use voice control to control or understand the status of connected devices, according to recent research from Parks Associates....

Cord cutters can now pick from 200 services, but mostly want the top four

Netflix, Amazon, Hulu and MLB.tv are winning the cord-cutting wars, but HBO is making a move as viewers choose from a bonanza of niche streaming services. The top four places are unchanged in a ran...

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