The TV landscape is shifting fast, Craig said. In the world his company envisions a handful of operating systems will control most of the television viewing. Roku is now expanding into TVs, working with partners that include TCL, Hisense, and Insignia. There won’t just be one winner in the new TV future, Craig said, but many. Roku, not surprisingly, hopes to be one of them.
It’s important to remember that there are still only a small group of people watching streaming content, Craig noted. There’s tremendous growth still to come, and he believes that the rising tide will lift all boats. Awareness is still a big issue, as many viewers don’t know what they could stream or how to do so. That’s partly why Roku is transitioning to a more service-oriented company than a device-maker—not that it’s going to stop making devices.