ROKU is working towards becoming the standard OS for SmartTVs, such that, no matter if Disney, Netflix, ESPN, Hulu, CBS, SlingTV, HBONow, etc, when they build their platform, ROKU is the OS they code to.
ROKU then benefits by serving as the platform, and also, understanding the user interactions in the device, the data, etc, across systems, while offering their own channel.
This is my understanding.
No ROKU position yet
Just a Fool