Fox’s acquisition of Roku brings together a substantial streaming audience and a leading platform for reaching viewers in the connected home. Parks Associates research shows that the companies’ combined streaming services reach 42% of US broadband households, based on Q3 2026 usage and assuming all six services remain in the portfolio.
The strategic opportunity extends beyond audience size. Roku’s position across smart TVs and streaming media players gives Fox a stronger role in how consumers discover, access, and engage with streaming content.
A combined streaming audience reaching 42% of broadband households
Parks Associates research shows that Fox’s services—Tubi, Fox Nation, and Fox One—reach 35% of US broadband households. Roku’s services—Frndly, Howdy, and The Roku Channel—reach 20%. Accounting for households using both companies’ services, the combined portfolio reaches 42% of broadband households. This represents an additional seven percentage points of reach compared with Fox’s services alone.
Among households using at least one company’s services, 53% use only Fox services, 15% use only Roku services, and 32% use both. The Roku-only audience provides incremental reach, while shared households create opportunities for coordinated promotion, subscription offers, and advertising packages.
For advertisers, realizing this opportunity will require identifying duplicated audiences and demonstrating incremental reach across the portfolio. Adding each service’s audience together would overstate the number of unique households available.
Roku brings a leading position on primary connected TV devices
Roku’s operating system gives the combined company an additional point of connection with consumers, including households watching services outside its own portfolio.
Parks Associates research shows:
- Smart TVs: Roku OS powers 17% of consumers’ most-used smart TVs, trailing only Samsung’s Tizen at 39%.
- Streaming media players: Roku OS leads with 43% of consumers’ most-used players, followed by Amazon Fire OS at 34%.
- Primary connected TV devices overall: Roku OS leads with 27%, followed by Tizen at 25%.
These findings show how Roku’s strength in streaming media players complements its smart TV presence. Together, those positions make Roku the leading operating system on consumers’ primary connected TV devices.
Connecting content, discovery, and advertising
For Fox, ownership of Roku creates opportunities to connect its streaming services with the interface many consumers use to find something to watch. Home-screen recommendations, search, and free-TV navigation could support greater discovery of Tubi and other Fox programming, potentially increasing engagement and reducing reliance on paid promotion.
The combination also creates opportunities to coordinate advertising across services and the TV interface. Execution will depend on audience measurement, effective targeting, and a clear demonstration of value to advertisers.
Maintaining strong relationships with other streaming providers will also be central to Roku’s continued value as a distribution platform. Consumers expect broad choice and convenient access to their preferred services.
Parks Associates will track how the combined company translates its audience reach and operating system footprint into changes in discovery, viewing behavior, subscription adoption, and advertising performance.
