Roku

ROKU · NASDAQ

$157.57+$2.03 (+1.31%)TodayMarket closed · Oct 20, 4:05 PM ET

Prev close $155.54

ROKU analyst rating

HoldConsensus of 27 analysts over the last 12 months. 37% rate it a buy.

Strong buy0
Buy10
Hold17
Underperform0
Sell0

12-month price target · 28 analysts

Average $159.41 (+1.2% upside)

Low: $95.26
Now: $157.57
High: $183.75

Upgrades and downgrades

The latest rating actions, newest first

ROKU analyst upgrades, downgrades and rating actions
Firm	Date	Action	Rating	Price target	Hit rate
Wedbush	Sep 24, 2026	Maintains	Neutral	$155.00	56%
JP Morgan	Aug 24, 2026	Initiates	Neutral	$160.00	27%
Wells Fargo	Aug 14, 2026	Downgrade	Overweight → Equal-Weight	$167.00 → $165.00	53%
Rosenblatt	Aug 10, 2026	Maintains	Buy	$160.00	64%
UBS	Aug 7, 2026	Maintains	Neutral	$126.00 → $172.00	55%
Guggenheim	Aug 7, 2026	Downgrade	Buy → Neutral	$145.00 → $160.00	54%
Seaport Global	Aug 7, 2026	Downgrade	Buy → Neutral	—	63%
Citigroup	Jul 17, 2026	Maintains	Neutral	$120.00 → $157.00	60%
Loop Capital	Jun 16, 2026	Downgrade	Buy → Hold	$145.00 → $155.00	53%
Wedbush	Jun 16, 2026	Downgrade	Outperform → Neutral	$155.00	56%

The case for and against

Updated Oct 14, 2026

Bull case

Roku is supported by a leading connected-TV platform position, reaching more than half of U.S. broadband households, 145 billion streaming hours in 2025, and more than 100 million households worldwide, which reinforces its scale advantage in engagement and monetization. The 2Q26 results show the business converting that audience into accelerating economics, with revenue of $1,354.7M up 22% Y/Y, platform revenue up 25%, advertising up 25%, subscriptions up 26%, and record net income, Adjusted EBITDA, and Free Cash Flow. Its outlook is further strengthened by higher-margin ad mix, strong programmatic demand, and cost advantages in Roku TV OS and OEM licensing, even as the pending FOX acquisition adds strategic optionality around future value realization.

Bear case

Roku is challenged by a mix of cyclical and structural pressures that weaken its fundamental outlook, including recession risk, high interest rates, and continued cord-cutting that can suppress consumer spend, advertising demand, and subscription economics. Even with $2,450M of gross profit and platform gross margin at 51%–52%, device economics remain weak as full-year 2026 device gross margin is guided to (28)%–(29), with the second half absorbing most of the memory cost hit, highlighting ongoing cash burn and execution risk. Competition from rival device and TV platforms, rising content and R&D costs, and a dual-class share structure that concentrates voting control add further uncertainty around operating-system penetration, monetization, and long-term value creation.

Information on this page is provided for informational purposes only and is not a recommendation to buy, sell or hold any security. Investing involves risk, including possible loss of principal. Market data is delayed at least 15 minutes and is provided without warranty. Analyst ratings, price targets and company data come from third-party sources. Past performance does not guarantee future results.