What 100 Million Actually Means

“Surpassing 100 million streaming households is a defining moment, not just for Roku, but for the future of television,” said Anthony Wood, Founder and CEO, Roku. “We’re helping shape the entertainment landscape by making it easier to discover great content, more affordable to watch it, and more effective for advertisers and partners around the world to connect with audiences. We are deeply grateful to our viewers, teams, advertisers, and partners for helping us reach this milestone. And as the shift to streaming continues to accelerate, we’re more energized than ever to lead the evolution of television.”

Roku counts active accounts as households that have used a Roku device or platform in the past 30 days. These aren’t registered users who signed up and disappeared - they’re engaged households, actively watching. That distinction matters for advertisers. Reach on Roku is real, measurable, and current.

One hundred million households watching on the biggest screen in the home. That is a TV-scale audience reached through a streaming-first platform with first-party data, deterministic household targeting, and measurement capabilities that linear television has never been able to offer.

It also signals something broader about where the industry has arrived. Streaming is no longer a challenger to traditional TV. At 100 million active households, it is the mainstream. Roku is the #1 streaming platform in Canada, the US, and Mexico.

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100 million households. On the biggest screen in the home. With data that actually tells you who’s watching.

A Platform Built for Scale

Roku streaming devices are used by more than half of all U.S. broadband households, and growth continues across key international markets, including Mexico, Canada, Brazil, the United Kingdom, and Latin America. As streaming grows worldwide, the Roku Home Screen increasingly serves as the first thing viewers see when they turn on their television, becoming the starting point for how audiences discover and watch TV.

Roku powers the TV operating system, the streaming experience, and the advertising layer simultaneously. That means a single Roku household isn’t just reachable via an app - it’s reachable through the home screen, in-stream video, interactive formats, and branded content. The platform and the audience are the same thing.

More than 1 in 4 TVs sold in Canada in 2024 run Roku OS. In the US, Roku is the #1 streaming platform by hours streamed. In Mexico, Roku Academy has recently launched to bring that same depth of CTV knowledge to a rapidly growing market. The 100 million milestone is a reflection of that breadth - a platform operating at genuine global scale.

Roku OS-powered TVs and streaming devices are available in more than 15 countries worldwide, offering a unified platform for television. This growth has been driven by Roku’s intuitive operating system, seamless hardware integration, and a continuously evolving viewer experience designed to streamline every step, from finding content to watching it.

What It Means for Advertisers

Scale on its own doesn’t win campaigns. But scale combined with precision does. Roku’s 100 million active streaming households aren’t just a reach number they’re a targetable, measurable audience underpinned by Roku’s first-party data. Advertisers can reach the right households across the full funnel: building awareness on the home screen, driving engagement in-stream, and prompting action through interactive formats.

For Canadian agencies and brands, the global milestone has direct local relevance. Roku is the #1 streaming platform in Canada. The same infrastructure that reaches 100 million households globally is the same infrastructure delivering your Canadian CTV campaigns. The targeting, the measurement, the formats - all of it operates at this scale.

Through the Roku platform, advertisers at any scale can access:

• Publisher Media: video ads across 25+ premium channel apps and 200+ FAST channels in one buy
• The Roku Channel: Roku’s own ad-supported channel, reaching all Roku streamers via the home screen
• Action Ads: interactive formats that let viewers engage directly from their remote - overlaying offers, QR codes, and SMS messaging on video ads
• Native Ads and Destinations: creative experiences beyond the standard video spot, through display units and content sponsorship
• Programmatic Access: targeting and buying options available across the full ecosystem, with deterministic household data and real-time measurement

Scale That Keeps Growing

Roku’s 100 million milestone is a point on the growth curve that has been consistently moving upward. Cord-cutting continues. Streaming adoption in Canada, Mexico, and the UK is still in active expansion. And as Roku extends its reach through new markets and new TV hardware partnerships, the active viewer base grows with it.

In Canada alone, 85% of the population now streams TV and more than 1 in 4 Canadian TVs sold in 2024 run Roku OS. That household penetration, compounded across Roku’s operating markets, is what drives the global figure. And it’s why the platform continues to attract the largest agencies, the most sophisticated brands, and the most ambitious campaigns in streaming.

The Roku Channel is now available in the United States, Canada, Mexico, and the United Kingdom with free, ad-supported, and home to thousands of movies, Roku Originals, live news, and FAST channels. It’s the most direct expression of what the platform delivers at scale: quality content, broad reach, and an ad environment that audiences have actively chosen.

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Reaching 100 million active streaming households is a testament to the trust audiences place in the Roku platform - and to the opportunity this creates for the brands and agencies who advertise on it. Our scale reflects where audiences have gone. And they’ve gone to streaming.

A Streaming-First Moment for Canadian Advertisers

The global 100 million milestone lands at a moment when Canada’s own streaming story is equally compelling. The Roku VOD Evolution Study now in its sixth consecutive year of tracking Canadian viewer behaviour documents a market that has structurally shifted. Cable cancellations are up. Ad-supported streaming is up sharply. And the viewers who have moved to streaming are watching on the TV screen, not a mobile device, through platforms like Roku.

For Canadian agencies and brands, the convergence of global platform scale meeting local market depth is the defining CTV opportunity of 2026. The audience is here. The data is here. The tools to reach them are here. Understanding how to use them is what Roku Academy is built to deliver.

Build Your Expertise on the Platform That Reaches 100 Million+ Households

Roku Academy exists to close the gap between platform scale and practitioner knowledge. As Roku grows, so does the complexity and the opportunity. The six-course curriculum at RokuAcademy.ca is designed to give Canadian media professionals and brand leaders the foundation to plan smarter campaigns, reach the right households, and measure what matters.

Five courses are live now. Course 6: Sports Marketing arrives in early fall 2026. Each course takes approximately 15 minutes to complete. All are free. Completing the full curriculum earns you the Roku Advertising Specialist 2026 certification.

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