Roku’s Revenue From The Sale of Roku TVs & Roku Players is Now Less Than 10% of Its Total Revenue, Helping to Explain What Drives Its Changes

This news confirms what we've suspected: Roku is done trying to sell us hardware just to make money. The fact that device sales are now less than 10% of their revenue means their focus has entirely shifted to the ecosystem—the ad revenue and the subscription services running *on* the platform.

For us budget-watchers, this is actually good news. It means the platform itself is the main product, not the physical box you plug into your TV. They are incentivized to keep us watching and streaming, which is exactly what we want. Instead of being drawn into buying the newest Roku TV model, we should be focusing on maximizing the value of the services available on the platform.

This is the perfect time to audit your spending. Don't let the convenience of having everything on one screen trick you into keeping every single service active. Use Roku's interface to your advantage: consider rotating subscriptions. If you have access to both Max and Hulu, commit to using one for a full month, then pause it and switch to the other. This strategy lets you enjoy premium content without paying for every service simultaneously, potentially saving you $15 to $30 a month. Keep your subscriptions flexible and treat your platform like a curated library, not an endless buffet.