Welcome to the 2025 Roku Developer Summit. I'm Shadow Math, head of partner management at Roku. I'm excited to kick off this year's event with all of you. First, a big thank you. Your hard work, creativity, and innovation are what makes Roku developer ecosystem thrive. This summit is a chance to recognize your achievements, share new developments, and give you insights you need to keep building amazing apps and experiences. Over the next two days, you'll hear from Roku leaders, engineers across engineering org, product org, business, and advanced development teams. You will have keynotes, presentations, panels, and demos, and plenty of opportunities for you to connect directly with our teams and ask questions. Today we will focus on three things. The first area will focus on the business of Roku. We will look at numbers, success stories, and market trends that show why Roku is the best platform to build on and opportunities ahead for developers like you. The second area we will focus on will be developer experience updates. We are rolling out major improvements to the developer portal, publishing processes, and the developer tools to make your work easier and more effective. We will also share vision for the future of development on Roku. Finally, the team will go over important platform updates. You will get an exclusive look at what's next for Roku OS, the new features and capabilities that will help you create even more compelling experiences for our users. And yes, we have a special announcement in the keynote section. So stay tuned. Each of these updates reflects our commitment to helping you succeed and growing this ecosystem together. By giving you the right tools, platforms, and opportunities, we believe you can push the boundaries of what's possible and deliver incredible experiences to millions of Roku users around the world. So, let's dive in. I hope you leave this summit feeling inspired, informed, and ready to take your Roku development to the next level. Thank you again for being here and welcome to 2025 Roku Developer Summit.
Hi, welcome to our developer summit. I'd like to spend a few minutes discussing Roku, where we've been, and more importantly, where we're headed. When I founded Roku in 2002, cable had just peaked and streaming did not exist yet. In 2008, we shipped the first Netflix streaming player, and we've come a long way since then. For example, Roku is now the largest streaming platform in the US, Canada, and Mexico with over 90 million active accounts, and we're still growing quickly. In July, streaming on Roku's operating system surpassed all broadcast TV. In addition, our ad supported service, Roku Channel, grew to 2.8% of all TV viewing and is now the fifth largest streaming service in the US, right behind Prime Video. Roku has invested billions of dollars into our platform to give partners and developers the scale, growth, and tools to help you succeed. Here are a few ways we can help. Content discovery. We're making it easier for viewers to discover content on our home screen. And we're building new ways for developers to promote content. Growing audiences and subscriptions. Subscriptions are one of the fastest growing parts of our platform, particularly premium subscriptions where Roku sells the subscriptions on our partners' behalf. We're investing significantly to build marketing tools for partners to find new audiences on our platform. Increasing ad revenue. We're constantly investing in better ways for our partners to target ads in a privacy compliant manner and to make them more relevant and valuable. We're integrating world-class DSPs like the Amazon DSP and the Trade Desk. As Roku continues to grow and replace traditional television, we're going to continue to invest in our platform to help users discover content and to help grow our partners' audiences, subscribers, and advertising revenue. We've come a long way since our first streaming player shipped in 2008, and we're committed to continuing to lead the TV OS market.
Hello developers and welcome to the Roku Developer Summit. I'm Ted Citadine, senior vice president of streaming services partnerships. So I'm fully aware this is the 2025 Roku Developer Summit. I did want to take us back briefly to the year 2002, 23 years ago. Three key takeaways about that year. Number one, Nickelback topped the music charts, of course. Number two, CSI was the most popular show on television. Apparently, some things never go out of style. And third, and most importantly, that was the year that Roku was founded. So, just at the dawn of the internet age, our founder and CEO, Anthony Wood, had a vision that all television and advertising would be streamed. And his vision was that Roku would become the platform that would connect this new television streaming ecosystem. So that was 23 years ago and we've been waiting all that time for these two moments to arrive. So first and foremost, just as of last month, streaming passed traditional television in terms of total engagement. We've been waiting years for these two lines to cross and they finally crossed and they're not going to uncross going forward. So Anthony's vision 23 years ago that streaming would replace television has finally arrived. The moment that we all knew was happening is now. And second, I've been at Roku for a number of years. And we've often talked about throughout the years if we could just get all of sports on streaming. All the NFL, NBA, NHL, golf, UFC, WWE, all of this could just get available on streaming because some was only exclusively available on traditional television. We thought that would really continue to drive the success of streaming going forward. Well, that moment now this fall is happening as well where all sports will be available streaming over the top. And this is just not a point in time phenomenon. We still have a tremendous amount of growth ahead of us.
First I wanted to talk about cord cutting because there's some question in the industry. Is it flattening? Is it slowing? According to MoffatNathanson, one of the top analysts that follow our industry, cord cutting is actually projected to accelerate. So then 2024, they're estimated to be 68 million households that had traditional cable TV. That's projected to decline at a 13% annual rate. That's accelerating from years past to just 52 million homes that will have cable estimated by the end of 2028. So that is our collective opportunity. That's Roku's opportunity and developers' opportunity as millions of new users will switch to streaming. That's billions of new hours that will be consumed on streaming versus television. That's a tremendous amount of new advertising reach for advertising business supported models and a tremendous opportunity for new subscriptions to emerge. And so we're just getting started in all of this growth going forward. And we believe that we are best positioned with our scale and market position to take advantage of this growth.
Now, you as developers, you know us better than almost anyone else. In fact, I'd argue you know us much better than top media executives in the business today. But as of our last public filing, this was at the beginning of 2025, we had 90 million active accounts on a worldwide basis. And we have a leadership position in not only the United States, but now in Canada and Mexico. And in fact, according to Comscore, we have almost half of total streaming occurs on Roku. And now, in fact, we are penetrated in over 50% of US broadband households. And when you talk about competition, we are clearly and second to none in our belief. In fact, we're five times larger than any cable distributor here in the United States. We're two times larger than any of our streaming competitors. And in fact, according to Comscore, we're larger than Fire TV, Google TV, Apple TV, and Samsung combined in the United States. So, we believe that we are your first and most important stop as you look to build scale and generate revenue in streaming. And that is our collective opportunity, generating revenue, building your businesses in both subscriptions and ads.
Let's start with advertising. If you have ad supported content, whether it's on demand or linear-based and FAST, we believe there's no better opportunity than to work with Roku to generate incremental revenue. Roku Channel as of last month was the number five streaming service in the United States, just behind Prime Video. In fact, we're the number two pure ad supported streaming service in the US. And again, if you have an advertising based business model for your content, we believe that we're here to generate incremental revenue for you. And second, I wanted to focus on subscriptions. You'll be hearing a lot about this from the team. We believe there is no better way than to generate new subscriptions than by working with Roku. So whether you have an app-based subscriptions model or a subscriptions model that allows Roku to sell it on your behalf on a wholesale basis to the market, which we call premium subscriptions, we believe there's no better way to generate incremental subscribers and subscription revenue than by working with us. And in fact, our premium subscriptions business where we sell subscriptions again on behalf of our providers, that's growing six times faster than our app-based subscriptions business. So overall, we have the scale, the market position, the tools, and the audience to make you successful in streaming, whatever model that you may have. I just want to end that with saying thank you. The reason why that we've been successful for all these years, the reason why streaming has become what it is, and the reason why we have such a great position in the market is because of you, our developers. And wanted to thank you for everything that you do and thank you for a great 23 years and looking forward to many years ahead. And so with that, I'm going to pass it to Anastasia Cronin who works in our partner growth team and she's going to discuss some highlights and some market opportunities in the streaming business for you. So again, thank you and thanks for all that you do for Roku.
