Roku Inc's stock fell 4.45% and hit a 20-day low amid a broader market decline, with the Nasdaq-100 down 1.65% and the S&P 500 down 0.99%.
Bank of America upgraded Roku to a buy rating and raised its price target from $115 to $140, reflecting confidence in the company's revenue diversification strategy. Analyst Brent Navon noted that Roku's shares have nearly tripled from their 2022 lows, driven by initiatives like self-serve advertising and the Frndly acquisition, which could sustain revenue growth and improve profitability.
This upgrade comes at a crucial time as Roku seeks to enhance its market position. The analyst's positive outlook suggests that if Roku can maintain its profitability improvements, it may attract a broader investor base and potentially be included in major indices.
Wall Street analysts forecast ROKU stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for ROKU is 123.10 USD with a low forecast of 100.00 USD and a high forecast of 145.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
23 Analyst Rating
Wall Street analysts forecast ROKU stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for ROKU is 123.10 USD with a low forecast of 100.00 USD and a high forecast of 145.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
19 Buy
4 Hold
0 Sell
Strong Buy
Current: 100.840
Low
100.00
Averages
123.10
High
145.00
Current: 100.840
Low
100.00
Averages
123.10
High
145.00
Citizens
Matthew Condon
Outperform
maintain
$145 -> $160
2026-01-09
Reason
Citizens
Matthew Condon
Price Target
$145 -> $160
AI Analysis
2026-01-09
maintain
Outperform
Reason
Citizens analyst Matthew Condon raised the firm's price target on Roku to $160 from $145 and keeps an Outperform rating on the shares. 2026 is a pivotal year for Roku, supported by a broad set of macro and company-specific catalysts that should drive sustained platform revenue growth and operating leverage, the analyst tells investors in a research note.
Evercore ISI
Mark Mahaney
In Line -> Outperform
upgrade
$105 -> $145
2026-01-08
Reason
Evercore ISI
Mark Mahaney
Price Target
$105 -> $145
2026-01-08
upgrade
In Line -> Outperform
Reason
Evercore ISI analyst Mark Mahaney upgraded Roku to Outperform from In Line with a price target of $145, up from $105. The company has a number of catalysts in 2026, including Amazon demand-side platform integration, growth of Roku Ad Manager, and a new premium subscription channels within The Roku Channel experience. Evercore expects the company to expand its margins and notes it is pivoting to GAAP profitability on a trailing 12 month basis in Q4 of 2025. Roku should be eligible for index inclusion, and "should be a solid candidate for the S&P MidCap 400," contends Evercore.
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Wells Fargo
Overweight
initiated
$116
2026-01-05
Reason
Wells Fargo
Price Target
$116
2026-01-05
initiated
Overweight
Reason
Wells Fargo added Roku to the firm's Q1 2026 Tactical Ideas List. Wells expects the about 20% same-store sales Platform growth in 4Q 2025 to extend to the first half of 2026. The mid-term election is also set to be a record, so Wells thinks Roku's 2026 adjusted EBITDA guidance will impress. The firm has an Overweight rating on the shares with a price target of $116.
Arete
David Mak
Neutral -> Buy
upgrade
$73 -> $132
2026-01-05
Reason
Arete
David Mak
Price Target
$73 -> $132
2026-01-05
upgrade
Neutral -> Buy
Reason
Arete analyst David Mak upgraded Roku to Buy from Neutral with a price target of $132, up from $73.
About ROKU
Roku, Inc. operates a television (TV) streaming platform. The Company connects viewers to the streaming content they love, enables content publishers to build and monetize large audiences, and provides advertisers with capabilities to engage consumers. The Company’s segments include platform and devices. The platform segment is engaged in the sale of digital advertising (including direct and programmatic video advertising, media and entertainment promotional spending, and related services) and streaming services distribution (including subscription and transaction revenue shares, the sale of premium subscriptions, and the sale of branded app buttons on remote controls). The devices segment is engaged in the sale of streaming players, Roku-branded TVs, smart home products and services, audio products, and related accessories. The Company sells the majority of its devices in the United States through retailers and distributors as well as through the Company’s website.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
