Fox Acquires Roku for $22 B, Expanding Control Over Smart TV Platforms

Fox Corporation announced a $22 billion acquisition of Roku Inc., underscoring the growing strategic value of TV operating systems that guide streaming video consumption. Hub Entertainment Research data cited by the report show that smart TVs now dominate viewing, with Roku serving over 100 million active households worldwide and Amazon's Fire TV reaching more than 50 million U.S. homes and 250 million global units. The study found that 37% of streaming households favor Roku's platform, while Fire TV accounts for 17%, outpacing Android, Samsung’s Tizen and LG’s webOS. Viewers increasingly rely on app‑centric environments, installing recommended streaming apps during the initial TV setup (56% of respondents) and valuing easy search features above personalized recommendations. The acquisition positions Fox to influence content discovery and advertising on these dominant smart‑TV ecosystems.

The report also highlighted broader market trends: most households now own two or more smart TVs, and app installation habits are shifting toward pre‑loaded recommendations, reinforcing the importance of operating‑system control in the streaming landscape.