Roku Leads US Streaming Usage but Trails on Experience, Horowitz Research Finds

Horowitz Research's 2026 "State of Subscription" report found Roku leads US streaming-platform usage at roughly 40% of users but rates behind Amazon Fire TV and Samsung Smart Hub on content discovery, lag and ad experience. It's the first major consumer read on Roku's platform quality since Fox's $22 billion acquisition of Roku was announced.

Key takeaway: Usage share and experience quality are diverging for Roku, a reminder that device reach alone doesn't guarantee the best-rated experience — a distinction that matters for any VaaS provider benchmarking its own app.

Source: streamtvinsider.com