Roku Is the Most Popular Streaming TV Platform, but a New Study Reveals Major Gaps in User Satisfaction

Thu, 09 Jul 2026 00:00:00 +0000

Roku commands the largest slice of the US streaming platform market, but a new survey from Horowitz Research suggests the company’s dominance may be built on quantity — not quality. The report, published just days after Fox announced its $22 billion acquisition of Roku, reveals significant gaps in user satisfaction compared to competitors like Amazon Fire TV and Samsung Smart Hub.

Roku leads in market share but lags behind competitors in user experience categories like content discovery, ad quality, and smart home integration. (Image: Pixabay)

According to Horowitz Research, nearly 40 percent of US streaming platform users choose Roku — well ahead of Amazon Fire TV and Samsung Smart Hub, which each sit below 30 percent. That massive install base is likely a key driver behind Fox’s interest, giving the media giant a direct pipeline to a younger, streaming-first audience.

But the survey paints a less favorable picture when it comes to the actual user experience. Roku fell behind Fire TV in several critical categories, including ease of finding content, lag time, casting performance, and the ad experience. Samsung scored higher than Roku on Wi-Fi connectivity and reliability. Both competitors also beat Roku on startup speed and smart home integration. Notably, Roku did not lead Fire TV or Samsung in any individual category surveyed.

Even lower-market-share platforms like Apple TV and Google TV outperformed Roku in the areas Horowitz measured.

The Gen Z Challenge

The study’s findings carry particular weight as Roku looks to court younger viewers. Adriana Waterston, Horowitz Research’s market strategy expert, noted that younger audiences have higher expectations for their streaming experience.

“To continue to dominate the market, Roku will need to look not just at driving penetration but finessing their interface to meet the demands of Gen Z,” Waterston said. She added that younger customers “expect a robust, highly personalized and tech-forward user experience” — areas where the survey suggests Roku is falling short.

Waterston also warned about Roku’s advertising approach. The platform’s Ads Manager “runs the risk of over-saturating the Roku viewing experience with repetitive, lower quality ads,” which could “further alienate the younger audience that already has low tolerance for advertising.”

What It Means for Fox

The timing is notable. Fox’s $22 billion bet on Roku gives the company access to tens of millions of households and a trove of viewer data. But if the Horowitz survey is accurate, Fox may be inheriting a user base that is increasingly dissatisfied with the core experience.

Whether Fox can leverage its content library to improve engagement — or whether Roku’s interface and ad quality issues will drive users toward competitors — remains an open question. With Gen Z consumers proving less loyal and more demanding than previous generations, Roku’s path forward may require more than just a large user base to sustain its lead.

The full Horowitz Research study covers additional data on platform comparisons across demographics, content preferences, and emerging viewing habits.

The Best Roku Feature for Night Owls You Probably Aren't Using

Thu, 09 Jul 2026 00:00:00 +0000

If you’re someone who likes to stay up late and watch TV, you’ve probably resorted to hiding away in bed with Netflix open on your phone so as not to disturb roommates or family members. There, in the dark, you hold the phone up to your face, squinting at the tiny shapes of the actors onscreen while the glorious expanse of your television sits abandoned in the next room over.

But it doesn’t need to be this way. Modern smart TV operating systems such as Roku, Google TV, and Amazon Fire TV are full of small conveniences that go unnoticed by many — and one of the most useful is support for Bluetooth audio. That means you can enjoy the biggest screen in your house even when your significant other is sleeping, or while your roommate is on a never-ending Zoom call. Simply connect your wireless earbuds and enjoy big-screen content at full volume without disturbing a soul.

The Roku Private Listening Workaround

On Roku, the process is slightly more involved compared to other platforms, but only during the initial setup. While some newer Roku streaming devices and Roku TVs can connect directly to Bluetooth, the majority cannot. Instead, you’ll need your smartphone as a bridge.

Here’s how to set it up:

Download the Roku app from the Google Play Store or Apple App Store.
Enable mobile control on your Roku: Press the home button on your remote, navigate to Settings → System → Advanced System Settings → Control by Mobile Devices, and ensure network access is set to “Permissive” or “Enabled.”
Connect the app to your Roku: Make sure your phone and Roku are on the same Wi-Fi network. Open the Roku app, tap the Devices tab, select your Roku, then tap again to open the virtual remote.
Activate private listening: Below the directional pad, tap the headphone icon in the top-right corner of the icon grid. Audio from your Roku will now stream through your phone.

The beauty of this method is that it works with any headphones — Bluetooth or wired — since audio routes through your phone’s headphone jack or Bluetooth radio.

How Google TV and Amazon Fire TV Compare

Other smart TV platforms make the process more straightforward by supporting direct Bluetooth connections.

On Google TV (including the Google TV Streamer or Chromecast with Google TV): hold down the home button until the quick settings panel appears, select Bluetooth → Pair remote or accessory, then put your headphones in pairing mode and select them from the list.

On Amazon Fire TV: press the home button, go to Settings → Controllers and Bluetooth Devices → Other Bluetooth Devices, put your headphones in pairing mode, and select them when they appear on screen.

Why This Matters

As streaming continues to dominate how we consume television, features like private listening turn a shared living room into a personal theater — without the need for a second screen. Whether you’re catching up on a late-night thriller, gaming after hours, or just don’t want to argue over volume levels, Bluetooth audio support is the unsung hero of the modern streaming experience.

Roku’s phone-based approach may require a few extra steps during setup, but once configured, it’s just as seamless as the competition. For night owls everywhere, that’s a small price to pay for undisturbed binge sessions.

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