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No company is better positioned to take advantage of the cord-cutting phenomenon than Roku, and it’s starting to really show: Roku will grow its ad revenues faster than any other major US digital player this year, by 30.9%, according to our latest estimates.
Roku was there to capitalize on the changes in consumer preferences that are driving the cord-cutting phenomenon. When ISP bandwidth capacity, the popularity of apps like Netflix, and soaring cable TV costs combined to motivate US consumers to start to abandon linear TV, Roku was already there with a big-screen solution.
It’s that big screen – and Roku’s ability to offer digital advertisers a TV-esque platform – that distinguishes its offering from other digital publishers. For TV ad buyers, Roku can offer more flexible, more targeted, and more attributable ad opportunities than linear TV can. For that reason, we project that most of Roku’s ad gains will come at the expense of traditional TV, rather than its digital competitors.
Despite a strained ad spending environment, Roku will continue to outperform the market and grow even more next year. All ad revenue growth is taking a hit this year, but Roku will take less of a hit than any other major digital ad publisher. Since 2015, viewers have been slowly shifting their time spent away from linear TV toward connected TV/over-the-top, and we forecast this trend will accelerate amid the pandemic.
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