Roku dominates streaming device sales for many reasons. Ease of use, the sheer amount of apps a user can download as well as the sheer amount of free content combined with amazing picture and sound quality make for a product that is what I consider to be the gold-standard of streaming players. When many people think of streaming—considering how it is now the operating system of many TVs thanks to partnerships with TCL, JVC, Sharp and others—they think Roku. Such brand recognition is invaluable.
And the future, at least according to Roku, could not be any brighter. In a letter to shareholders yesterday, Roku declared that “by 2024 roughly half of all U.S. TV households will have cut the cord or never had traditional pay-TV.”
Wow, just wow.
That should make executives in companies like Comcast, Verizon, Dish Network and other traditional cable and satellite providers break out into a cold sweat.
Cable and satellite companies for years now have seen a massive decline in overall revenue and profits as subscribers have increasingly left their services for streaming giants like Netflix and looked increasingly to other platforms that can emulate cable, like YouTube TV.
But could Roku be exaggerating just a little bit? Is such massive growth truly possible? What the company is predicting would essentially mean the near-death of cable TV, with many jobs lost with the pay-TV industry changed forever. Will that many people really cut the cord?