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Investing.com - Citizens JMP raised its price target on Roku Inc. (NASDAQ:ROKU) to $145 from $110 on Monday, maintaining a Market Outperform rating on the streaming platform company. Currently trading at $95.24, Roku has shown impressive momentum with a 48% return over the past year. According to InvestingPro data, the company maintains a "GOOD" overall financial health score.
The firm cited Roku’s position as the leading U.S. TV operating system, which now reaches 50% of broadband households in the country and captures 21.4% of total U.S. TV viewing time as of July 2025.
This viewing share translates to approximately 45% of the connected TV (CTV) market, according to Citizens JMP’s analysis.
The investment firm identified several upcoming monetization catalysts for Roku, including third-party DSP partnerships, Home Screen monetization, The Roku Channel, and Roku-billed subscriptions, while noting that international monetization remains in early stages.
Citizens JMP expressed confidence that Roku can maintain its market leadership due to its "best-in-class user experience," which the firm believes will help drive sustained revenue growth going forward.
In other recent news, Roku has announced the launch of a new ad-free streaming service called Howdy, priced at $2.99 per month. This service, available nationwide in the U.S., offers access to thousands of titles and nearly 10,000 hours of entertainment from major partners such as Lionsgate, Warner Bros. Discovery, and FilmRise, as well as select Roku Original content. Additionally, Roku’s streaming platform accounted for 21.4% of all U.S. TV viewing time in July, surpassing broadcast television for the third consecutive month, according to Nielsen data. This reflects a 14% year-over-year growth in Roku’s share of TV viewing throughout 2025.
Furthermore, Citizens JMP has reiterated its Market Outperform rating for Roku, maintaining a price target of $110. The firm emphasized Roku’s extensive market reach, highlighting that it serves as the primary television gateway for over 125 million daily viewers. Meanwhile, Jefferies has maintained its Hold rating with a $100 price target, citing Roku’s growing momentum in artificial intelligence initiatives. The company is reportedly enhancing operational efficiency through the use of AI tools by its engineers. These developments underscore Roku’s strategic positioning and ongoing growth in the streaming and technology sectors.
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