Source: Beet
Roku is positioning itself as a neutral platform layer rather than a walled garden, betting that advertisers will route budgets through its system if they can port campaigns across multiple streaming apps without rebuilding. CTV's fragmentation—Netflix, Disney+, Amazon, and others—has made cross-platform buying friction-heavy enough that major brands remain hesitant to shift budgets from traditional TV despite CTV's superior data. If Roku succeeds in becoming the connective tissue, CTV's competitive dynamics shift from exclusive content wars to infrastructure dominance, similar to how Google operates in programmatic display.