Roku reached 89.8 million streaming households by the end of Q4 2024, crossed 90 million in the first week of January 2025, and is on track to surpass the landmark 100 million streaming households globally in 2026. Below is a comprehensive breakdown of Roku’s active account growth history, engagement metrics, household penetration, and the path to 100 million.
Roku Active Accounts Growth History
Roku’s user base has grown from 14.2 million active accounts in Q1 2017 to over 90 million streaming households by early 2025. The company added roughly 10 million net new accounts annually in recent years.
Quarterly Active Accounts (2017–2024)
| Quarter | Active Accounts | Net Adds (QoQ) |
| Q1 2017 | 14.2M | — |
| Q2 2017 | 15.1M | +0.9M |
| Q1 2018 | 20.8M | — |
| Q2 2018 | 22.0M | +1.2M |
| Q1 2019 | 29.1M | — |
| Q2 2019 | 30.5M | +1.4M |
| Q4 2019 | 36.9M | — |
| Q1 2020 | 39.8M | +2.9M |
| Q2 2020 | 43.0M | +3.2M |
| Q4 2020 | 51.2M | — |
| Q4 2021 | 60.1M | — |
| Q2 2022 | 63.1M | +1.8M |
| Q3 2022 | 65.4M | +2.3M |
| Q4 2022 | 70.0M | +4.6M |
| Q4 2023 | 80.0M | — |
| Q1 2024 | 81.6M | +1.6M |
| Q2 2024 | 83.6M | +2.0M |
| Q3 2024 | 85.5M | +1.9M |
| Q4 2024 | 89.8M | +4.3M |
Year-End Active Accounts
| Year-End | Active Accounts | Net Adds (Full Year) | YoY Growth |
| 2017 | ~17.4M | — | — |
| 2018 | ~27.1M | ~9.7M | +55.7% |
| 2019 | 36.9M | +9.8M | +36.2% |
| 2020 | 51.2M | +14.3M | +38.8% |
| 2021 | 60.1M | +8.9M | +17.4% |
| 2022 | 70.0M | +9.9M | +16.5% |
| 2023 | 80.0M | +10.0M | +14.3% |
| 2024 | 89.8M | +9.8M | +12.3% |
| Jan 2025 | 90.0M+ | — | — |
Key Active Account Milestones
- 10 million: Reached approximately mid-2016.
- 20 million: Surpassed in Q1 2018 (20.8M).
- 30 million: Crossed in Q2 2019 (30.5M).
- 40 million: Hit in Q2 2020, driven by the pandemic streaming surge (43.0M).
- 50 million: Achieved by late 2020 (51.2M at year-end).
- 60 million: Reached at the end of 2021 (60.1M).
- 70 million: Crossed in Q4 2022 / early January 2023 (70.0M).
- 80 million: Passed in Q4 2023 / early 2024 (80.0M).
- 90 million: Surpassed in the first week of January 2025.
- 100 million: On track for 2026, confirmed by CEO Anthony Wood on the Q4 2025 earnings call.
Roku Reporting Changes
Roku stopped reporting quarterly streaming household and ARPU figures beginning with the Q1 2025 earnings results. The company stated that because a large share of household growth comes from international markets (where per-user monetization is still nascent), the metric was becoming “not representative of platform revenue growth.” Going forward, Roku committed to sharing only significant milestones, such as reaching 100 million.
This mirrors similar moves by Netflix (which stopped reporting quarterly subscriber counts) and Disney+.
Path to 100 Million
Management Guidance
CEO Anthony Wood confirmed on the Q4 2025 earnings call in February 2026 that Roku is “on track to surpass 100 million streaming households globally” in 2026. CFO/COO Dan Jedda had first outlined this target at the UBS Global Media conference in December 2024, describing it as “relatively close—not years and years away.”
Growth Drivers
- Roku-made TVs rolling out at Best Buy, Target, and Walmart, including the affordable Hiro™ model exclusively at Target.
- International expansion: 45 TV OEM partners across 17 countries, with new partnerships (Vestel in Europe, Hyundai in Latin America) driving household growth outside the U.S..
- The Roku Channel: Now reaching U.S. households with approximately 145 million people, acting as a powerful draw for new accounts.
- Nearly 50% U.S. broadband household penetration: Roku-powered devices are in over half of all internet-enabled U.S. households.
Growth Rate Trajectory
At the current pace of ~10 million net adds per year, Roku would cross 100 million by approximately Q3–Q4 2026. The company added 9.8 million accounts in both 2023 and 2024. Q4 is typically the strongest quarter for net adds—Q4 2022 saw 4.6 million, Q4 2023 saw roughly 4.0 million, and Q4 2024 added 4.3 million.
Roku Engagement Metrics
Active accounts tell only half the story—engagement depth per household has also increased substantially.
Streaming Hours
| Year | Total Streaming Hours | YoY Growth |
| 2017 | ~14.8B (est.) | — |
| 2018 | ~24.0B (est.) | +62% |
| 2019 | 40.3B | +68% |
| 2020 | 58.7B | +46% |
| 2021 | 73.2B | +25% |
| 2022 | 87.4B | +19% |
| 2023 | 106.0B | +21% |
| 2024 | 127.1B | +20% |
| 2025 | 145.6B | +15% |
Daily Streaming Per Account
| Period | Hours Per Active Account Per Day | YoY Change |
| Q4 2021 | 3.6 hours | — |
| Q4 2022 | 3.8 hours | +5.6% |
| Q4 2023 | 4.1 hours | +7.9% |
| Q1 2024 | 4.2 hours | +7.7% |
| Q4 2024 | 4.2 hours (253.7 min) | +4.1% |
Roku users streamed an average of 253.7 minutes (over 4.2 hours) per day in Q4 2024, up 4.1% year over year. By comparison, the average traditional TV viewing time in the U.S. is approximately 7.5 hours per day per household (Nielsen), suggesting significant room for streaming to continue capturing share.
Daily Active Users
More than 125 million people use the Roku platform every day across all accounts, reflecting multi-user households. The Roku Channel alone reached U.S. households representing approximately 145 million people in Q4 2024.
Roku Average Revenue Per User (ARPU)
Roku reported ARPU through Q4 2024 before discontinuing the metric.
| Period | ARPU (TTM) | YoY Change |
| Q4 2019 | $23.14 | +30% |
| Q4 2020 | $28.76 | +24% |
| Q4 2021 | $41.03 | +43% |
| Q4 2022 | $41.68 | +2% |
| Q4 2023 | $39.92 | -4% |
| Q2 2024 | $40.68 | Flat |
| Q3 2024 | $41.10 | Flat |
| Q4 2024 | $41.49 | +4% |
ARPU peaked at $41.68 in Q4 2022, dipped to $39.92 in 2023 due to rapid international growth diluting the average, and recovered to $41.49 by year-end 2024. On a U.S.-only basis, ARPU is estimated to be considerably higher, as international markets are earlier in their monetization curve.
Roku U.S. Household Penetration
- Roku-powered devices are in over 50% of all U.S. broadband households, making it the most widely distributed TV streaming OS in the country.
- Among monthly streaming households in the U.S., 59% report using Roku, the highest of any streaming OS in a 2025 national survey.
- Roku’s active account base in the U.S. is larger than the subscribers of the six largest traditional pay-TV providers combined, according to Leichtman Research Group.
- Among U.S. cord-cutters, over 70% use a Roku device, according to Cord Cutter News surveys.
- Roku holds approximately 34% of U.S. TV OS unit shipments in Q1 2025, ahead of Samsung Tizen at 22%.
Roku Active Accounts vs. Competitors
| Platform | Active Accounts/Subscribers | Period |
| Roku | 89.8M streaming households | Q4 2024 |
| Amazon Fire TV | ~75M monthly active users | 2024 (est.) |
| Apple TV+ | ~45M subscribers (est.) | 2024 |
| Netflix | 301.7M paid subscribers | Q4 2024 |
| YouTube TV | ~8M subscribers | 2024 (est.) |
| Disney+ | 124.6M subscribers | Q1 FY2025 |
Note: These comparisons are approximate, as the metrics differ—Roku counts “streaming households” (free platform accounts), while Netflix and Disney+ count paid subscribers. Roku’s platform is the gateway/OS through which users access Netflix, Disney+, and other services.
Roku Net Adds by Quarter (2024)
| Quarter | Net Adds | Ending Accounts |
| Q1 2024 | +1.6M | 81.6M |
| Q2 2024 | +2.0M | 83.6M |
| Q3 2024 | +1.9M | 85.5M |
| Q4 2024 | +4.3M | 89.8M |
| FY 2024 | +9.8M | 89.8M |
Q4 consistently delivers the highest net adds, driven by holiday hardware sales and promotional campaigns. In both FY 2023 and FY 2024, total annual net adds were 9.8–10.0 million.
Roku International Account Growth
A growing share of Roku’s net account additions comes from international markets:
- Roku operates in 17+ countries across the Americas, Europe, and Australia.
- The company works with 45 TV OEM brands globally to distribute Roku OS.
- In Latin America, the Roku TV program expanded from 2 countries in 2021 to 10 by 2025.
- New TV brand partnerships in 2025 included Hyundai (Mexico, Colombia, Peru), Noblex (Argentina), Finlandek (Colombia), and Vitado (UK).
- Roku partnered with Vestel—one of Europe’s top 3 TV manufacturers—for a multi-year deal to produce Roku-powered smart TVs in the UK and Europe.
However, the international user base is still significantly smaller than U.S. accounts in terms of monetization. Roku noted that because a large share of household growth is international, “Streaming household growth is not representative of platform revenue growth.”
