I’ve spent a lot of time testing Roku OS, Google TV, and Fire TV, and while Roku might not be the most powerful of the bunch or offer all the same bells and whistles as Fire TV and Google TV, such as sideloading apps, using custom launchers, or cloud gaming, it has one core feature that arguably sets it apart more than anything else.
That feature is free streaming.
And in a world where the cost of streaming keeps going up, with Netflix, HBO Max, Disney+, Paramount+, and Apple TV all raising their prices over the last year, free content is becoming more important than ever. More people are looking for ways to cut back on monthly subscriptions and watch more free content on their TVs, just as easily as they can on their phones.
While Fire TV and Google TV both offer their own free streaming options, it’s hard to beat the sheer scale of what Roku offers through The Roku Channel.
The Roku Channel is Roku’s most valuable asset
It makes free streaming simple
I used a Fire TV Stick 4K Max on my TV for a while, but when I switched to a Roku Ultra to test it out, one of the first things that really struck me was The Roku Channel. Fire TV has its own free tab that showcases content you can watch at no extra cost, but I’ve always found it to be a bit of a mess. It’s nowhere near as large or well organized as what Roku offers with The Roku Channel, and Google has also struggled to match it with Google TV Freeplay.
From the moment you start using a Roku device, whether it’s a Roku smart TV, Roku Streaming Stick, or Roku Ultra, The Roku Channel is prominently featured on the home screen, and I’ve always liked how straightforward Roku makes the experience. Open the app, and you can easily check out dedicated tabs for free movies, TV shows, Live TV, and music, plus a search feature that makes it quick to check whether Roku has the movie or show you’re after for free.
The Live TV Guide is also a big part of the Roku Channel experience. This is where Roku brings together over 500 free live TV channels, and Roku has continued to improve the experience by adding a dedicated search option that makes it easier to find specific channels. Roku is also constantly expanding its lineup of free channels, recently adding 5 new channels on top of the over 70 it’s already added this year.
Fire TV and Google TV aren’t on the same level
They offer free TV, but the integration isn’t as good
Fire TV and Google TV offer their own free live TV guides, but after using all three, Roku’s sheer volume of content really stands out. Fire TV and Google TV also lean heavily on aggregating channels from other free streaming apps, such as Pluto TV and Tubi, so you’ll often come across channels that Amazon or Google aren’t actually providing themselves. Roku’s approach feels much more like a dedicated free TV service, which is a big part of what makes The Roku Channel so appealing to me.
I do want to point out that you can download The Roku Channel on both Fire TV and Google TV, so you can still access Roku’s free content if you have a smart TV or streaming device running either platform. Plus, you can download other free streaming apps on all three platforms, including Plex, Pluto TV, Tubi, and JustWatch.
QuizRoku streaming devices
Trivia challenge
From its humble beginnings to your living room — how well do you really know Roku?
HistoryHardwareFeaturesStreamingFounders
In what year was Roku founded?
Correct! Roku was founded in 2008 by Anthony Wood, who had previously founded ReplayTV. The company launched its first streaming player the same year it was founded, making it a pivotal moment in streaming history.
Not quite. Roku was founded in 2008 by Anthony Wood. It launched its very first streaming device that same year, just months after the company was formed, which was remarkably fast for a hardware startup.
Who is the founder and CEO of Roku?
Correct! Anthony Wood founded Roku in 2008 and has served as its CEO ever since. Before Roku, he founded ReplayTV, one of the first digital video recorder companies, giving him deep roots in home entertainment technology.
Not quite. The answer is Anthony Wood. He founded Roku in 2008 after previously founding ReplayTV. Reed Hastings is associated with Netflix, while Tony Fadell is known as a key figure behind the iPod and Nest.
Roku was originally spun off from which major streaming company?
Correct! Roku started as an internal project at Netflix, which invested in the company and helped shape its early direction. Netflix ultimately decided to spin it off as a separate company to avoid competing with other device manufacturers who might not want to carry a Netflix-branded box.
Not quite. Roku was actually spun off from Netflix. Netflix funded and incubated the project before deciding it was better to keep the streaming device market open and neutral rather than launch a Netflix-branded player that might alienate other hardware partners.
What was the name of Roku’s very first streaming device, launched in 2008?
Correct! The Roku DVP N1000, also known as the Roku Digital Video Player, was the company’s debut product. It launched in May 2008 at a price of $99 and could stream Netflix content directly to your TV — a genuinely groundbreaking feature at the time.
Not quite. The first Roku device was the Roku DVP N1000, launched in May 2008. Priced at $99, it was primarily designed to stream Netflix and helped pioneer the idea of a dedicated, affordable streaming box for the living room.
What is the name of Roku’s free, ad-supported streaming channel built directly into its platform?
Correct! The Roku Channel launched in 2017 and offers thousands of free, ad-supported movies and TV shows. It has since become one of the most-watched channels on the Roku platform and is also available on other devices and the web.
Not quite. The correct answer is The Roku Channel, which launched in 2017. It provides free, ad-supported content and has grown into a major part of Roku’s business strategy, helping the company earn revenue beyond just hardware sales.
Roku’s business model relies heavily on which of the following revenue streams?
Correct! While Roku does sell hardware, its primary revenue engine is its platform business, which includes advertising, revenue sharing with streaming partners, and The Roku Channel. This platform-first approach is what makes Roku more than just a device maker.
Not quite. Roku makes the majority of its money from its platform business, which includes advertising and revenue-sharing arrangements with streaming services. Hardware sales are actually sold at low margins, with the real profit coming from keeping users engaged on the platform.
Which of the following form factors did Roku introduce to make streaming even more portable and discreet?
Correct! Roku introduced the Roku Streaming Stick, a compact dongle that plugs directly into a TV’s HDMI port. It was a game-changer for portability, making it easy to turn any modern TV into a smart TV without a bulky box sitting on your shelf.
Not quite. Roku launched the Roku Streaming Stick, a small dongle that plugs straight into an HDMI port. This compact form factor made Roku devices far more discreet and portable, competing directly with Amazon’s Fire TV Stick.
In which year did Roku go public on the Nasdaq stock exchange?
Correct! Roku went public on September 28, 2017, trading on the Nasdaq under the ticker symbol ROKU. Its IPO was considered a major success, and the stock surged significantly in the months that followed, reflecting strong investor confidence in the streaming market.
Not quite. Roku held its IPO on September 28, 2017, listing on the Nasdaq under the ticker ROKU. The offering was well-received by investors and marked a major milestone in the company’s journey from a Netflix spin-off to a publicly traded streaming powerhouse.
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Roku’s clear advantage, though, is how much more streamlined the overall streaming experience feels when you’re actually using a Roku device. Roku does have ads on its home screen, but in my experience, it doesn’t shove them in your face nearly as much as Fire TV does or constantly push Prime Video. That makes it easier to get to the content and apps you actually want to use, rather than feeling like the home screen is constantly trying to sell you something. Google TV isn’t nearly as aggressive as Fire TV with ads, so I’ll give it credit, but I still prefer Roku’s home screen because it’s less cluttered and free content is clearly the priority.
And because The Roku Channel is so tightly integrated into Roku OS, finding something to watch is quick and easy. I especially like being able to press the Guide button on my Roku remote and instantly jump into all the free live TV options.
Where Google TV and Fire TV run laps around Roku, though, is customization and app selection. On Google TV devices and Android-based Fire TV devices, you can download tons of Android apps that simply aren’t available on Roku, such as VLC media player and Nvidia GeForce Now, and sideload many more. You can also use custom launchers on Google TV and Android Fire TV devices, so if you want to completely overhaul the home screen experience, you have that option.
If none of that matters to you though, and you just want the most straightforward streaming experience possible with easy access to a ton of free content, I think Roku has a pretty compelling advantage over Google TV and Fire TV.
