Roku: In four years, half of US homes will have cut the cord and dropped cable

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Roku: In four years, half of US homes will have cut the cord and dropped cable
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The consumer shift from expensive cable TV packages to cheaper and more flexible 'over-the-top' internet streaming services has been driving a wave of investment and competition in the media industry.

Roku sees this proliferation boosting its business, which it frames as being a "neutral partner at the center of the streaming ecosystem." It sells software and hardware that enables consumers to stream internet video on their televisions, as well as advertising services.

"Moreover, new services and the growing investment in original programming that is exclusive to streaming are enriching the [over the top] experience," Rokuin the letter to investors. "This is driving more viewers to spend more time streaming and less time in traditional pay TV, and many consumers are leaving the legacy pay TV ecosystem entirely. We predict that by 2024 roughly half of all U.S. TV households will have cut the cord or never had traditional pay TV.

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