Parks Associates: Fox Acquisition of Roku Underscores Growing Value of TV Operating Systems and Streaming Platforms

New research finds 43% report a Roku device as their most-used streaming media player; 17% report that their primary smart TV runs on Roku OS

PLANO, Texas, Sept. 9, 2026 /PRNewswire/ -- Fox Corporation's planned acquisition of Roku for $22 billion highlights the strategic value of owning the platform that connects consumers to content, advertising, and streaming services. Parks Associates' Tech Ecosystem Dashboard, which includes data and analysis from surveys of 8,000+ US internet households, shows 43% of US internet households report a Roku device as their most-used streaming media player. Among smart TV owners, 17% report that their primary smart TV runs on Roku OS.

The Fox-Roku acquisition would bring strategic value to both companies. Fox brings premium live content, including sports and news, as well as Tubi, while Roku brings its operating system, The Roku Channel, Frndly TV, Howdy, advertising capabilities, and first-party data. Fox reports that Roku reaches more than 100 million streaming households globally.

"Roku's strength is its reach across the connected TV experience," said Michael Goodman, Research Director, Parks Associates. "Its position across smart TVs and streaming media players gives the platform influence that extends beyond any single hardware brand."

The combination also strengthens Fox's position in the growing free ad-supported streaming television (FAST) market. Tubi and The Roku Channel give the combined company two major ad-supported streaming properties, while Roku's platform provides additional opportunities to connect content discovery, audience data, and advertising across the TV experience.

Parks Associates released its Top Ten US FAST Services list in May:

1. Tubi
2. The Roku Channel
3. Pluto TV
4. Samsung TV+
5. Xumo Play
6. LG Channels
7. VIX
8. Local Now
9. WatchFree+ (Vizio)
10. Sling Freestream

"Competition in video is now about who owns the relationship with the viewer," Goodman said. "Content remains critical, especially live sports and news, but the platform determines how consumers discover that content and how providers engage and monetize audiences. The Fox and Roku combination brings greater control over how consumers access and discover content while expanding opportunities for viewer data, advertising, and distribution."

Parks Associates will host the industry webinar Streaming Video: Churn, Loyalty, and Competition on September 24 sharing research from this study and the "Streaming Video Tracker" service, which tracks the subscribers, content, revenues, strategies, and growth of streaming video services in North America.

Parks Associates will host Future of Video: Business of Streaming on November 17-18 at Marina del Rey, California. The event provides insight into successful OTT strategy deployments, challenges for pay-TV providers, the role of connected CE in the growth of video viewing, new content formats, and the overall impact to the video market.

For more information, contact Mindi Sue Sternlitz-Rubenstein or visit www.parksassociates.com.

About Parks Associates

Parks Associates helps companies identify new opportunities, refine strategy, and accelerate growth in connected technology markets through data-driven insights and industry expertise. With more than 40 years of experience, the firm delivers proprietary consumer and industry research, market forecasts, and strategic analysis that guide business decisions across personal, connected home, small business, and commercial technology ecosystems. Parks Associates supports clients in navigating evolving markets including AI, security, smart home, broadband, entertainment, energy, multifamily, smart buildings, and connected health.

The firm also fosters industry growth and collaboration by convening thousands of leaders each year through its flagship executive conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com.

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Mindi Sue Sternblitz-Rubenstein
Parks Associates
972.490.1113
[email protected] 

SOURCE Parks Associates