A Beginner’s Guide to Roku

Editor’s Note: While Roku devices and TVs with built-in Roku software are popular options for streaming consumer content, Roku OS is not designed for professional use and does not include signage-focused apps. As such, we recommend using Chromecast with Google TV as a budget signage device, or enterprise-focused streaming devices including the ScreenCloud OS-powered Station P1 Pro for digital signage.

Apple has its tvOS-powered Apple TV devices. Google has Chromecast with Android TV. Amazon has Fire TV. Samsung has its in-house Tizen platform. LG took webOS from a Palm’s last smartphones and turned it into a TV platform.

Roku, meanwhile, is the rare company focused solely on streaming content to TVs. You can buy a Roku-powered TV from Roku or from OEMs including TCL, Hisense, Westinghouse, and Walmart’s Onn for as little as $70 for a 24” TV, or can buy a Roku box or streaming stick from $29 to turn any TV into a smart TV. That versatility meant that one out of every three hours of content streamed globally in 2022 was played on a Roku-powered device.

Roku is built around streaming shows and movies to TVs, and is one of the easier ways to get Netflix, YouTube, Disney+, Paramount+, and other streaming services on a TV—along with over 350 live TV channels in the US market including NBC, ABC, and CBS. That’s enough to make it Wirecutter’s runner-up pick for media streaming devices and top pick for budget TVs. The Roku platform is not designed for professional usage, however, and includes fewer features than competitors for looping professional slides and business software-powered dashboards on TVs. It’s great for homes—not offices.

The History of Roku

The first Roku was almost a Netflix-branded product. After first building a TV recording platform to compete with TiVo, the Roku team worked with Netflix to build a set-top box for their then-nascent streaming service.

That first Roku device got canceled mere weeks from launch. A Netflix-specific device, worried Netflix founder Reed Hastings, might keep game consoles, TVs, and other devices from building Netflix support into their devices—and Netflix wanted their service to be available everywhere. So the device efforts were spun out to Roku, and Roku went at it alone, building what became one of the larger streaming platforms in the US, UK, and Latin American markets.

The spirit of that first Roku set top box lives on in today’s dedicated Roku devices. They’re the easiest way to get access to the Roku platform.

What is a Roku, and what does it do?

Roku is both the Roku OS, a streaming platform to play Netflix and more on your TV, and Roku devices as hardware that runs the Roku OS. Roku offers a Roku Express streaming box, a Roku Streaming Stick as a more portable streaming device, and a Roku Streambar as a soundbar with Roku OS built-in. Or, you can purchase a TV from Roku or other OEMs including TCL, Sharp, and more with Roku OS built-in. Each device offers the same Roku OS, where the original focus on streaming content remains core today.

Netflix still looms large in Roku devices. It’s the sole streaming platform enabled by default in Roku OS, and Roku remotes include a dedicated Netflix button (alongside buttons for Disney+, Apple TV+, and Paramount+ in the latest Roku Remote). You can add additional streaming apps to your Roku, including YouTube, BBC, Plex, Hulu, Peacock, and Roku’s own Roku Channel. And you can control Roku with voice commands from a newer Roku remote, or from Alexa and Google Home devices.

Roku OS features a more basic interface than most streaming devices. Styled similar to the default media players built into non-smart TVs, Roku features the streaming apps you’ve installed front-and-center. You can add additional apps, including popular streaming services and a handful of more niche applications including motivational quotes and image slideshows. No games, professional software, or other intensive applications here—just quick access to Netflix, YouTube, Paramount Plus, and other TV channels in an interface that makes streaming as close to cable TV as possible.

Roku models and generations compared

Roku today offers 4 core device models: Roku Express, Roku Stick, Roku Ultra, and Roku Streambar. Additionally, Roku both sells Roku TVs and powers the smart features behind TVs from a wide variety of other manufacturers.

Roku Express

• Release Date: Sep 2019
• Price: $29.99
• Best for: Streaming HD content on a budget

Roku Express is the closest to the original Roku device that’s still available for purchase. It’s a small set top box dedicated to streaming content to older, HD TVs. While it doesn’t include 4K or HDR support, it does include all of the same streaming apps available in more expensive Roku devices. It’s the cheapest way to add Roku features to an older TV.

Roku Express 4K+

• Release Date: May 2021
• Price: $29.99
• Best for: Streaming 4K content on a budget

Roku Express 4K+ looks exactly like a Roku Express. The differences are all on the inside. It supports streaming 4K content, with HDR and Dolby audio support. And, its remote supports voice commands for a quicker way to start shows. All that, for $10 more than the base Roku Express.

Roku Streaming Stick 4K

• Release Date: September 2021
• Price: $49.99
• Best for: Streaming 4K content on a portable device

Want to take Roku with you while traveling—or to easily hide your Roku behind your TV? The Roku Streaming Stick 4K is the Roku to choose. It includes the same features as the Roku Express 4K—along with Dolby Vision for compatible TVs—in a smaller form factor that plugs directly into your HDMI port.

Roku Ultra

• Release Date: September 2021
• Price: $99.99
• Best for: A better Roku remote that supports headphones

For the best Roku experience—including Dolby Atmos and Dolby Vision support—the Roku Ultra is the top-of-the-line Roku streaming device. It includes a USB port, so you can playback local media even if your Roku is offline. Its remote is where this Roku is most different. It includes earbuds and a standard headphone jack, so you can listen to shows without disturbing others, and is rechargeable so you won’t need to keep spare AAA batteries around.

Roku Streambar

• Release Date: May 2021
• Price: $99.99 to $179.99
• Best for: Improving your home theatre audio and adding Roku streaming in one device

The Roku Streambar series of devices lets you upgrade your audio and video at once. Connect the Streambar to your TV’s HDMI port for Roku OS with the audio from content routed over the Streambar’s speakers. The Streambar SE costs $99.99 and supports 4K and HDR content, with a basic Roku remote. The Streambar costs $129.99, and adds 5.1 surround sound support, a voice remote, and Dolby Audio. The Streambar Pro $179.99, and adds the rechargeable remote with headphone mode from the Roku Ultra. Each Streambar can also be upgraded with a subwoofer and surround speakers.

Roku TVs

• Price: From $69.99 for a 3rd-party 24” Roku-powered TV to $1,699 for a Roku Pro QLED 75” TV
• Brands Available: Roku, Hisense, TCL, Walmart Onn, Philips, Sharp, Westinghouse, JCV, Magnavox, and more

If you’re in the market for a new TV and want to use Roku OS, a TV with Roku built-in or a Roku-branded TV gives you everything in one device. Roku TVs include similar features to those provided by the Roku Express devices, with the Roku Ultra rechargeable remote included in higher-end TVs.

How to pick the right Roku

For most people, the Roku Streaming Stick 4K+ is the best Roku to choose. It’s Wirecutter’s runner-up choice for media streaming, and provides a good price to feature ratio in a portable design that’s easy to take along and stream Netflix from a hotel.

If you need a new TV or speaker setup, either a new Roku-powered TV for a new display or a Roku Streambar to add better audio to an existing TV could be a better option. The Streambar, especially, is an affordable way to upgrade your audio and add streaming feature support at the same time.

If, instead, you want to use your TV professionally in an office setting to stream slides and show data from apps, we recommend using either a consumer device that has more business features like the Chromecast with Google TV, or a professional streaming device like ScreenCloud’s Station P1 Pro.

Where to buy a Roku

Roku devices are commonly available in electronics retail locations in the US and UK, or can be ordered directly from Roku.

If you’re in the the US:

• Roku
• Best Buy
• Amazon
• Walmart

If you’re in the UK:

• Roku
• Currys
• Amazon

If you reside elsewhere:

Check the Roku site and click the “United States (change)” link on the site footer to select your country. Alternatively, for international orders to countries where Roku is not available, check B&H for international shipping options.

How to set up a Roku

You can go from unboxing a Roku to streaming your favorite Netflix shows in under 10 minutes, including installing updates. And once your Roku is set up, you can unplug it, then connect it to a new TV and start streaming in seconds.

Step 1: Plug in the Roku

Start first by plugging in your Roku. The Roku Express, Streaming Stick, and Ultra devices all require separate power adaptors. And while you could use any USB-A Micro cable to power a Roku, it’s best to use the cable that comes with your Roku as it includes an antenna to boost WiFi signal strength.

Connect the USB cable to your Roku. Plug in the USB adaptor. Then connect your Roku to your TV—either directly, with the Streaming Stick, or with the included HDMI cable.

Step 2: Select your language, WiFi network, and display type

Turn on your TV and select the correct HDMI input, if needed, and you’ll see the Roku launch screen. Select your preferred language. Then select your WiFi network and add your WiFi password. Roku will then detect your TV’s resolution and supported features automatically.

Step 3: Enter your email to set up a Roku account

Roku then requires you to sign in with a Roku account. Enter your email address on your TV. Then, you’ll receive an email message with a link to setup your Roku account (or login to an existing one, if you’ve used Roku previously). You’ll need to set a password, add a credit card or link a PayPal account for future purchases, set an optional pin number, and add apps to your Roku home screen.

Once you’ve completed the setup, your Roku will automatically install any updates then open your Roku home screen.

You can then click an app to open it, login, and start streaming your favorite shows.

How to install and open apps on Roku

Roku includes the Netflix app by default, and recommends other apps including Apple TV+ during the setup process. To add more apps, tap left on the Roku home screen then scroll down to Streaming Channels.

There, you can browse apps from the Roku Channel Store. Select an app to view more details, then select Add Channel to install it on your Roku. Once it’s installed, launch the app and follow any in-app instructions to login to your account and start streaming content.

You’ll find first-party apps from Roku, including the Roku Media Player, on the Channel Store as well, if you want to use Roku’s built-in features to playback content from USB drives or local media servers.

How to use the Roku Remote

The Roku Remote is a simplified version of your average TV remote, without the learning curve of the Apple TV or Chromecast remote. There’s a power button on the top, a prominent home and back button to navigate through the apps, and an arrow key pad with an OK button in the center to select items and tap keys on the on-screen keyboard. You’ll also find buttons for popular streaming services—Netflix, Disney+, Apple TV+, and Paramount+ on the latest version.

Press the asterisk (*) button to access menus, much like right-clicking on a PC. Press the microphone button for voice commands and search, on all but the most basic Roku devices. And use the play/pause, forward, and backwards buttons to quickly control your streaming media.

Uniquely, Roku remotes feature volume up/down and mute buttons on the right side of the remote, instead of on the top along with the other buttons. And if you have a Roku Ultra or Streambar Pro, you’ll find an audio-out port on the left side of the remote to connect headphones and listen to TV in silence.

Can you use Roku for digital signage?

While Roku’s simple design and focus on streaming apps makes it a popular way to watch Netflix and more on your TV, it’s not designed for professional use. There are no business-focused apps on the Roku, and no included web browser or file support to showcase slides and more.

You can temporarily use a Roku as signage via AirPlay or screen streaming, to use a Roku to show a PowerPoint or Google Slides presentation on your TV. Open your presentation on your smartphone or laptop, then enable AirPlay or screen mirroring on your device to mirror your screen and show your presentation on your TV. That same trick could work to stream ScreenCloud’s iOS or Android apps to a Roku TV as temporary signage if needed.

For basic digital signage, if you have a Roku-powered TV or a Roku Ultra, you could use the built-in USB port to play a slideshow of photos as basic signage. You could also use the Plex app to stream media from a Plex server on your network, or use the Roku Media Player to play images and videos from a DLNA server or network attached storage.

A better alternative would be to use a Chromecast with Google TV or a ScreenCloud OS device, paired with ScreenCloud software to build work-focused dashboards and stream app-powered content to turn your TV into digital signage.

Roku alternatives

The Roku Soundbar is rather unique, as a streaming device and speaker all-in-one. If you want a soundbar that can add smart features to your TV, it’s the best option available today. A few brands including JBL Link Bar formerly shipped soundbars with built-in Android TV, but today most only support Chromecast for streaming audio and rely on TVs and streaming devices for smart features.

If you want to stream media to your TV, though, there are a wide range of Roku competitors, both for consumer streaming devices and for more professional use-cases. For options that are priced similarly to the Roku, the best Roku alternatives include:

ScreenCloud Pixi

ScreenCloud's Pixi, priced at $65, costs more than a than Roku, but is purpose-built for digital signage. It comes pre-loaded with ScreenCloud player, ensures a seamless setup, 24/7 reliablity, and enterprise-grade security. It also delivers 4K playback, fast WiFi 5 connectivity, and enough storage (4GB RAM, 64GB storage) for your signage needs. The ScreenCloud Pixi combines performance with affordability, making it an easy choice for turning your TV into professional signage.

Chromecast with Google TV

The latest Chromecast is more than just a way to cast content from your phone and laptop to your TV. Google’s streaming device now includes full support for Android apps on your TV, so you can access the wide range of streaming apps along with the core Chromecast features. It’s affordable—$19 for a HD model, and $49 for a more full-featured HD model—and includes Google Assistant on its voice-powered remote. With Play Store support comes ScreenCloud support, too, making the new Chromecast one of the cheapest ways to turn your TV into professional signage, while also being a great streaming device for entertainment.

Onn 4K Streaming Box

Another option that’s more similar in form-factor to the Roku Express is Walmart’s Onn 4K streaming device. It’s only $19.99 for a 4K streaming device, with the same Chromecast and Google TV features as the Chromecast. It’s only available in the US market, but can be a great budget option for streaming and signage.

Amazon Fire Stick 4K

Amazon Fire Sticks compete more closely with the Roku Streaming Stick. Starting at $19.99 for HD and $29.99 for 4K support, it’s an affordable way to stream Amazon Prime TV and other streaming services to your TV. It’s not as good for professional use, though, as much like the Roku it’s focused on home streaming use.

Roku FAQs

Does Roku include a web browser?

No. Roku OS does not include a web browser. The only way to show web pages on a Roku TV is to open the site on your computer, phone, or table, then use screen mirroring to show your device’s browser on your TV.

Can you cast content to a Roku?

Roku does not support casting content from the Chrome browser with Google’s default Chromecast feature. Roku does, however, support Apple AirPlay, which means you can stream your iPhone or iPad’s full screen or media from individual apps to your Roku-powered TV. You can also use screen mirroring on Roku from an Windows or Android device, including Samsung Smart View, to stream your full screen to Roku. Do note, though, that your device will need to be awake the entire time it’s streaming content to your Roku TV.

Can you set Roku to automatically open an app every time it starts?

No. When you start your Roku device, it will either open to the content last paused on your TV or to the Roku home screen. You cannot set a Roku to automatically open a specific app on launch. Instead, you can put your favorite streaming apps at the top of the Roku home screen—or use their dedicated buttons on your Roku remote to quickly launch them.

Does Roku require an internet connection?

Yes. Roku OS is built around streaming content, and most Roku apps will not work while offline. You can still use screen mirroring or Apple AirPlay while your Roku device is offline, as long as your TV and phone are still on the same WiFi network. You can also view media from a USB drive on a Roku OS-powered TV or a Roku Express box with a USB port, and can stream local media from a DLNA media server on the same network as your TV. Netflix, YouTube, and other streaming apps, however, do not work offline on Roku.

Can I use my smartphone as a Roku remote?

Yes. You can use the Roku app on your phone to control your Roku TV, and can use it as a keyboard to search for shows and movies or to login to streaming services without using the Roku remote.

Why do the power and volume buttons not work on my Roku remote?

If you’re using a Roku Express box or Roku Stick, your Roku remote should be able to turn on and off your TV and control your TV’s volume over HDMI. That requires your TV to support CEC (Consumer Electronics Control)—a feature called Bravia Link by Sony, Anynet by Samsung, and other branded names depending on your TV manufacturer. You may need to enable that feature on your TV to control your TV from Roku. Older TVs may also not include CEC support. Check Roku’s documentation for more details.