Trying to move beyond just the set-top box business, Roku has announced a new line of HDTV sets, built in partnership Chinese TV manufacturers Hisense and TCL, with the Roku software built right in.
Attendees at International CES this week will get the opportunity to preview the new televisions, which span the range from 32-55 inches, with an official rollout set for this fall.
The remote control has been pared down to the basics with only around 20 buttons. The Roku TV can also be controlled using the Roku app on Android and iOS devices.
Eventually, Roku plans to license its software to other TV manufacturers as well.
Roku has the second largest market share of TV streaming devices with 21%, significantly behind the Apple TV which dominates with 56% as of July last year.