Contents If reading that makes you feel a little confused, you aren’t alone. So-called “Roku TVs” have been available to purchase for years, and essentially 75% of all new smart TVs in the U.S. run Roku. But while those TVs were powered by Roku’s operating system — the same system found in Roku streaming boxes and sticks — the TVs themselves were built by Hisense, TCL, and a handful of other brands.
A blueprint for success? Roku has been making blueprints for TVs for years now. It specs out plans for all kinds of details, such as what kind of power supply is needed, where to put the power supply, where to put the HDMI board, where to put the speakers, how much power to feed the speakers, and so on. Where those parts are sourced from, and which parts of the blueprint to use and ignore, has always been up to the company whose logo was on the front of the TV.
And it makes sense that Roku would want to continue to grow . But is making your own TV — becoming a TV brand — the right move when hardware loses money and your business has been based on partnerships with other TV brands? You have to wonder what kind of impact this will have on partnerships with brands like TCL and Hisense, which also have shown a willingness to produce Google TVs.
Roku-colored glasses? I can’t help but wonder if Roku decided to make this big move during the recent salad days when a lot of tech companies were experiencing a bit of a high as everyone was locked down at home. For Roku, that meant a lot of streaming. It ended the first three months of 2020 with 39.8 million active users. That number is nearly doubled today.
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