Roku Launches Apple TV Subscription Service to Boost Engagement
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Mar 03 2026
0mins
Should l Buy ROKU?
Source: Newsfilter
Roku shares rose 4.74% and reached a 20-day high following the launch of the Apple TV subscription service in the U.S.
The new service, priced at $12.99 per month or $99 per year, enhances user choice and flexibility, significantly boosting Roku's platform appeal. This strategic move is expected to drive user engagement and retention, positioning Roku favorably in the competitive streaming market. The addition of Apple TV to Roku's Premium Subscriptions allows seamless access to over 70 popular streaming services, further solidifying its leadership in the industry.
This development not only attracts new customers with a 7-day free trial but also promotes long-term subscriptions, driving revenue growth and expanding Roku's market share.
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Analyst Views on ROKU
Wall Street analysts forecast ROKU stock price to rise
23 Analyst Rating
19 Buy
4 Hold
0 Sell
Strong Buy
Current: 91.650
Low
100.00
Averages
123.10
High
145.00
Current: 91.650
Low
100.00
Averages
123.10
High
145.00
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.
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