Roku expects to top $1 billion in revenue for the first time in 2019. But while the company is still best known for selling streaming set-top boxes and USB-sized dongles, two-thirds of Roku’s revenue this year is expected to come from the advertising it sells across its platform.

For most of Roku’s history, that has meant the 30% of ad space that Roku gets from the TV networks, digital publishers and other video programmers distributing ad-supported apps on its platform. But to meet its own lofty advertising ambitions, Roku has another piece that plays a key role in its advertising strategy: Streaming free movies and TV shows to users through The Roku Channel — which Roku says is already one of the top five biggest channels based on reach (though Roku doesn’t provide specifics).

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