Roku OS leads the TV operating system markets in the United States, Canada and Mexico, according to the company’s own data.

These TV operating systems are sold by Roku, Inc. a leading North American TV streaming platform by streaming hours.

TV operating systems

The company maintained its leadership as the best-selling TV operating system in the three nations of the region. 

In the United States, its share of TV units sold continues to exceed that of the TV operating systems ranked second and third combined. 

In July 2025, Roku took a new step in its international strategy. The company announced the launch of its Roku-branded TVs in Canada. These devices, designed, manufactured and sold directly by Roku, will be available exclusively at Best Buy Canada.

The new lineup includes 4K QLED models, ranging in size from 50 to 75 inches. Smaller 4K and HD versions will also be offered. All share a premium design and intuitive interface.

Meanwhile, in the U.S. market, Roku remains at the forefront. Roku OS is consolidating its position as the most widely used operating system on smart TVs and sticks. In the first quarter of 2025 alone, it achieved a 38% share of the connected TV (CTV) market.

Sticks, meanwhile, remain key to Roku’s expansion. They are compact devices that connect to the HDMI port of the TV. Thanks to them, any screen can be transformed into a smart TV.

Roku

Roku was a pioneer in bringing streaming to TV. Today, the company holds a clear vision: all TV will be streamed. The transition from the TV ecosystem to streaming is moving steadily forward. This shift continues to expand the possibilities for viewers, content creators, advertisers and other key industry players.

In addition, almost every major media company already operates its own streaming service. And not only that. Many have expanded their offerings beyond the subscription model, integrating ad-supported options as well.

At the same time, advertisers are taking advantage of the streaming boom to reach new audiences. Especially those who no longer consume traditional television. At the same time, they benefit from the segmentation and measurement tools offered by digital advertising on streaming platforms.

Some of their competitors are:

• Amazon Fire TV.
• Apple TV.
• Samsung Smart TV.
• LG.
• Xiaomi.

In Q2 2025, device revenue was $136 million, down 6% year-over-year and slightly above its forecast.