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Roku (ROKU) Competitors

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$154.93 +0.81 (+0.53%)
Closing price 09/11/2026 04:00 PM Eastern
Extended Trading
$154.13 -0.80 (-0.52%)
As of 09/11/2026 07:30 PM Eastern
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ROKU vs. AAPL, AMZN, GOOG, GOOGL, and NFLX

Should you buy Roku stock or one of its competitors? Roku's main competitors and comparable companies include Apple (AAPL), Amazon.com (AMZN), Alphabet (GOOG), Alphabet (GOOGL), and Netflix (NFLX). Companies are selected based on similarities in market, industry, and size.

How does Roku compare to Apple?

Roku (NASDAQ:ROKU) and Apple (NASDAQ:AAPL) are related large-cap companies, but which is the better investment? We will compare the two companies based on the strength of their institutional ownership, valuation, risk, profitability, dividends, earnings, analyst recommendations and media sentiment.

Roku has a beta of 2.05, meaning that its stock price is 105% more volatile than the broader market. Comparatively, Apple has a beta of 1.08, meaning that its stock price is 8% more volatile than the broader market.

In the previous week, Apple had 369 more articles in the media than Roku. MarketBeat recorded 404 mentions for Apple and 35 mentions for Roku. Roku's average media sentiment score of 0.65 beat Apple's score of 0.62 indicating that Roku is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Roku
17 Very Positive mention(s)
3 Positive mention(s)
10 Neutral mention(s)
3 Negative mention(s)
0 Very Negative mention(s)
Positive
Apple
186 Very Positive mention(s)
55 Positive mention(s)
105 Neutral mention(s)
37 Negative mention(s)
16 Very Negative mention(s)
Positive

Apple has a net margin of 27.62% compared to Roku's net margin of 6.82%. Apple's return on equity of 135.46% beat Roku's return on equity.

Company Net Margins Return on Equity Return on Assets
Roku6.82% 13.73% 8.34%
Apple 27.62%135.46%34.11%

Apple has higher revenue and earnings than Roku. Apple is trading at a lower price-to-earnings ratio than Roku, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Roku$4.74B4.85$88.36M$2.3466.21
Apple$416.16B11.65$112.01B$8.7238.10

Roku currently has a consensus target price of $156.17, indicating a potential upside of 0.80%. Apple has a consensus target price of $334.91, indicating a potential upside of 0.79%. Given Roku's higher probable upside, research analysts clearly believe Roku is more favorable than Apple.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Roku
0 Sell rating(s)
19 Hold rating(s)
7 Buy rating(s)
1 Strong Buy rating(s)
2.33
Apple
4 Sell rating(s)
12 Hold rating(s)
22 Buy rating(s)
1 Strong Buy rating(s)
2.51

86.3% of Roku shares are owned by institutional investors. Comparatively, 67.7% of Apple shares are owned by institutional investors. 13.5% of Roku shares are owned by insiders. Comparatively, 0.1% of Apple shares are owned by insiders. Strong institutional ownership is an indication that endowments, hedge funds and large money managers believe a stock is poised for long-term growth.

Summary

Apple beats Roku on 10 of the 16 factors compared between the two stocks.

How does Roku compare to Amazon.com?

Roku (NASDAQ:ROKU) and Amazon.com (NASDAQ:AMZN) are related large-cap companies, but which is the better business? We will compare the two businesses based on the strength of their analyst recommendations, profitability, dividends, earnings, valuation, institutional ownership, media sentiment and risk.

In the previous week, Amazon.com had 319 more articles in the media than Roku. MarketBeat recorded 354 mentions for Amazon.com and 35 mentions for Roku. Amazon.com's average media sentiment score of 0.80 beat Roku's score of 0.65 indicating that Amazon.com is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Roku
17 Very Positive mention(s)
3 Positive mention(s)
10 Neutral mention(s)
3 Negative mention(s)
0 Very Negative mention(s)
Positive
Amazon.com
217 Very Positive mention(s)
48 Positive mention(s)
44 Neutral mention(s)
28 Negative mention(s)
16 Very Negative mention(s)
Positive

86.3% of Roku shares are owned by institutional investors. Comparatively, 72.2% of Amazon.com shares are owned by institutional investors. 13.5% of Roku shares are owned by company insiders. Comparatively, 8.9% of Amazon.com shares are owned by company insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a company is poised for long-term growth.

Amazon.com has a net margin of 17.44% compared to Roku's net margin of 6.82%. Amazon.com's return on equity of 18.00% beat Roku's return on equity.

Company Net Margins Return on Equity Return on Assets
Roku6.82% 13.73% 8.34%
Amazon.com 17.44%18.00%8.97%

Amazon.com has higher revenue and earnings than Roku. Amazon.com is trading at a lower price-to-earnings ratio than Roku, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Roku$4.74B4.85$88.36M$2.3466.21
Amazon.com$775.68B3.57$77.67B$12.4320.66

Roku currently has a consensus price target of $156.17, indicating a potential upside of 0.80%. Amazon.com has a consensus price target of $323.26, indicating a potential upside of 25.89%. Given Amazon.com's stronger consensus rating and higher probable upside, analysts clearly believe Amazon.com is more favorable than Roku.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Roku
0 Sell rating(s)
19 Hold rating(s)
7 Buy rating(s)
1 Strong Buy rating(s)
2.33
Amazon.com
0 Sell rating(s)
2 Hold rating(s)
56 Buy rating(s)
1 Strong Buy rating(s)
2.98

Roku has a beta of 2.05, indicating that its stock price is 105% more volatile than the broader market. Comparatively, Amazon.com has a beta of 1.44, indicating that its stock price is 44% more volatile than the broader market.

Summary

Amazon.com beats Roku on 11 of the 16 factors compared between the two stocks.

How does Roku compare to Alphabet?

Roku (NASDAQ:ROKU) and Alphabet (NASDAQ:GOOG) are both large-cap communication services companies, but which is the better business? We will contrast the two businesses based on the strength of their media sentiment, institutional ownership, risk, analyst recommendations, dividends, valuation, earnings and profitability.

In the previous week, Alphabet had 141 more articles in the media than Roku. MarketBeat recorded 176 mentions for Alphabet and 35 mentions for Roku. Alphabet's average media sentiment score of 0.88 beat Roku's score of 0.65 indicating that Alphabet is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Roku
17 Very Positive mention(s)
3 Positive mention(s)
10 Neutral mention(s)
3 Negative mention(s)
0 Very Negative mention(s)
Positive
Alphabet
110 Very Positive mention(s)
19 Positive mention(s)
28 Neutral mention(s)
15 Negative mention(s)
3 Very Negative mention(s)
Positive

Roku has a beta of 2.05, suggesting that its stock price is 105% more volatile than the broader market. Comparatively, Alphabet has a beta of 1.21, suggesting that its stock price is 21% more volatile than the broader market.

Alphabet has a net margin of 54.77% compared to Roku's net margin of 6.82%. Alphabet's return on equity of 51.32% beat Roku's return on equity.

Company Net Margins Return on Equity Return on Assets
Roku6.82% 13.73% 8.34%
Alphabet 54.77%51.32%35.42%

Alphabet has higher revenue and earnings than Roku. Alphabet is trading at a lower price-to-earnings ratio than Roku, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Roku$4.74B4.85$88.36M$2.3466.21
Alphabet$402.84B10.18$132.17B$19.9116.85

86.3% of Roku shares are held by institutional investors. Comparatively, 27.3% of Alphabet shares are held by institutional investors. 13.5% of Roku shares are held by insiders. Comparatively, 13.0% of Alphabet shares are held by insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a stock will outperform the market over the long term.

Roku presently has a consensus target price of $156.17, suggesting a potential upside of 0.80%. Alphabet has a consensus target price of $415.55, suggesting a potential upside of 23.88%. Given Alphabet's stronger consensus rating and higher possible upside, analysts clearly believe Alphabet is more favorable than Roku.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Roku
0 Sell rating(s)
19 Hold rating(s)
7 Buy rating(s)
1 Strong Buy rating(s)
2.33
Alphabet
0 Sell rating(s)
4 Hold rating(s)
30 Buy rating(s)
6 Strong Buy rating(s)
3.05

Summary

Alphabet beats Roku on 13 of the 17 factors compared between the two stocks.

How does Roku compare to Alphabet?

Alphabet (NASDAQ:GOOGL) and Roku (NASDAQ:ROKU) are both large-cap communication services companies, but which is the superior investment? We will contrast the two companies based on the strength of their media sentiment, dividends, analyst recommendations, valuation, profitability, institutional ownership, risk and earnings.

Alphabet presently has a consensus price target of $420.19, suggesting a potential upside of 24.13%. Roku has a consensus price target of $156.17, suggesting a potential upside of 0.80%. Given Alphabet's stronger consensus rating and higher possible upside, research analysts clearly believe Alphabet is more favorable than Roku.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Alphabet
0 Sell rating(s)
4 Hold rating(s)
45 Buy rating(s)
5 Strong Buy rating(s)
3.02
Roku
0 Sell rating(s)
19 Hold rating(s)
7 Buy rating(s)
1 Strong Buy rating(s)
2.33

In the previous week, Alphabet had 151 more articles in the media than Roku. MarketBeat recorded 186 mentions for Alphabet and 35 mentions for Roku. Alphabet's average media sentiment score of 1.13 beat Roku's score of 0.65 indicating that Alphabet is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Alphabet
145 Very Positive mention(s)
6 Positive mention(s)
22 Neutral mention(s)
12 Negative mention(s)
0 Very Negative mention(s)
Positive
Roku
17 Very Positive mention(s)
3 Positive mention(s)
10 Neutral mention(s)
3 Negative mention(s)
0 Very Negative mention(s)
Positive

Alphabet has a beta of 1.22, indicating that its share price is 22% more volatile than the broader market. Comparatively, Roku has a beta of 2.05, indicating that its share price is 105% more volatile than the broader market.

Alphabet has a net margin of 54.77% compared to Roku's net margin of 6.82%. Alphabet's return on equity of 51.32% beat Roku's return on equity.

Company Net Margins Return on Equity Return on Assets
Alphabet54.77% 51.32% 35.42%
Roku 6.82%13.73%8.34%

Alphabet has higher revenue and earnings than Roku. Alphabet is trading at a lower price-to-earnings ratio than Roku, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Alphabet$402.84B10.28$132.17B$19.9117.00
Roku$4.74B4.85$88.36M$2.3466.21

40.0% of Alphabet shares are held by institutional investors. Comparatively, 86.3% of Roku shares are held by institutional investors. 11.6% of Alphabet shares are held by company insiders. Comparatively, 13.5% of Roku shares are held by company insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a stock will outperform the market over the long term.

Summary

Alphabet beats Roku on 13 of the 17 factors compared between the two stocks.

How does Roku compare to Netflix?

Netflix (NASDAQ:NFLX) and Roku (NASDAQ:ROKU) are both large-cap communication services companies, but which is the better investment? We will contrast the two companies based on the strength of their institutional ownership, risk, profitability, earnings, media sentiment, dividends, analyst recommendations and valuation.

Netflix has a beta of 1.53, suggesting that its share price is 53% more volatile than the broader market. Comparatively, Roku has a beta of 2.05, suggesting that its share price is 105% more volatile than the broader market.

80.9% of Netflix shares are owned by institutional investors. Comparatively, 86.3% of Roku shares are owned by institutional investors. 1.2% of Netflix shares are owned by company insiders. Comparatively, 13.5% of Roku shares are owned by company insiders. Strong institutional ownership is an indication that endowments, hedge funds and large money managers believe a stock is poised for long-term growth.

In the previous week, Netflix had 36 more articles in the media than Roku. MarketBeat recorded 71 mentions for Netflix and 35 mentions for Roku. Netflix's average media sentiment score of 0.73 beat Roku's score of 0.65 indicating that Netflix is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Netflix
42 Very Positive mention(s)
8 Positive mention(s)
9 Neutral mention(s)
7 Negative mention(s)
2 Very Negative mention(s)
Positive
Roku
17 Very Positive mention(s)
3 Positive mention(s)
10 Neutral mention(s)
3 Negative mention(s)
0 Very Negative mention(s)
Positive

Netflix has a net margin of 28.22% compared to Roku's net margin of 6.82%. Netflix's return on equity of 40.02% beat Roku's return on equity.

Company Net Margins Return on Equity Return on Assets
Netflix28.22% 40.02% 19.81%
Roku 6.82%13.73%8.34%

Netflix currently has a consensus target price of $96.65, indicating a potential upside of 24.87%. Roku has a consensus target price of $156.17, indicating a potential upside of 0.80%. Given Netflix's stronger consensus rating and higher possible upside, analysts clearly believe Netflix is more favorable than Roku.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Netflix
1 Sell rating(s)
16 Hold rating(s)
34 Buy rating(s)
4 Strong Buy rating(s)
2.75
Roku
0 Sell rating(s)
19 Hold rating(s)
7 Buy rating(s)
1 Strong Buy rating(s)
2.33

Netflix has higher revenue and earnings than Roku. Netflix is trading at a lower price-to-earnings ratio than Roku, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Netflix$45.18B7.13$10.98B$3.1824.34
Roku$4.74B4.85$88.36M$2.3466.21

Summary

Netflix beats Roku on 13 of the 17 factors compared between the two stocks.

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New MarketBeat Followers Over Time

This chart shows the number of new MarketBeat users adding ROKU and its top 5 competitors to their watchlist. Each company is represented with a line over a 90 day period.
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Media Sentiment Over Time

This chart shows the average media sentiment of NASDAQ and its competitors over the past 90 days as caculated by MarketBeat. The averaged score is equivalent to the following: Very Negative Sentiment <= -1.5, Negative Sentiment > -1.5 and <= -0.5, Neutral Sentiment > -0.5 and < 0.5, Positive Sentiment >= 0.5 and < 1.5, and Very Positive Sentiment >= 1.5.
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ROKU vs. The Competition

MetricRokuEntertainment IndustryCommunication Services SectorNASDAQ Exchange
Market Cap$22.87B$10.47B$33.15B$12.71B
Dividend YieldN/A3.91%5.37%11.16%
P/E Ratio66.2125.7823.9725.27
Price / Sales4.85111.7661.9888.20
Price / Cash53.1235.7320.6951.44
Price / Book8.626.6111.516.20
Net Income$88.36M$74.89M$1.11B$358.27M
7 Day Performance-0.42%0.11%-0.52%-2.36%
1 Month Performance2.07%0.44%-0.54%-2.77%
1 Year Performance63.91%-11.31%-7.71%7.64%

Roku Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
ROKU
Roku
2.8843 of 5 stars
$154.93
+0.5%
$156.17
+0.8%
+60.7%$22.87B$4.74B66.213,600
AAPL
Apple
3.8766 of 5 stars
$319.97
flat
$330.61
+3.3%
+44.4%$4.67T$416.16B36.69166,000
AMZN
Amazon.com
4.9652 of 5 stars
$258.51
flat
$323.26
+25.0%
+11.7%$2.79T$716.92B20.801,576,000
GOOG
Alphabet
4.7093 of 5 stars
$335.31
flat
$415.55
+23.9%
+39.3%$4.10T$402.84B16.84190,200
GOOGL
Alphabet
4.7408 of 5 stars
$338.46
flat
$420.19
+24.1%
+40.8%$4.14T$402.84B17.00190,820

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This page (NASDAQ:ROKU) was last updated on 9/12/2026 by MarketBeat.com Staff.
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