Roughly Half of All US Households Will Be Cable Free by 2024, Roku Predicts

dad and daughters watching tvAlong with sharing news that the company exceeded $1.1 billion in revenue during 2019, Roku used their quarter 4 earnings report to give their opinion on the current state of streaming and the future of cord cutting.

In a section labeled “The Streaming Decade Ahead,” Roku says that streaming has been embraced by many of the big names in media and advertising, as well as consumers.

Moreover, new services and the growing investment in original programming that is exclusive to streaming are enriching the OTT experience. This is driving more viewers to spend more time streaming and less time in traditional pay TV, and many consumers are leaving the legacy pay TV ecosystem entirely. We predict that by 2024 roughly half of all U.S. TV households will have cut the cord or never had traditional pay TV.

In the last decade, streaming has become mainstream, the company says, and the decade ahead will be one of continued growth as streaming becomes the primary source of TV viewing.

Roku intends to be at the forefront of that growth. The company shared plans to invest in four strategic areas in 2020: advertising, The Roku Channel, Roku TV, and international.

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