Roku Prices Shares at $14, Valuing Company at $1.3 Billion

Posted September 29, 2017

Roku hopes investors will tune in to the company's initial public offering. It will trade on the NASDAQ exchange under the ticker symbol ROKU.

All three offer streaming video boxes featuring the most popular apps, such as Netflix and Hulu, to the growing number of cord-cutters untethering themselves from cable television.

Roku announced that it had generated revenue of just over $199.6 million during the six-month period ending on June 30. But it also burned more cash than the year before, reporting a net loss of $42.6 million for the year.

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The company brought in $399 million in revenue in 2016, but lost $43 million.

Roku, however, has managed to deftly navigate the turbulent landscape, wisely branching out from the revenue from its streaming sticks and boxes-which is still three-quarters of total sales-into areas like advertising and licensing.

"In order to materially increase the monetization of our platform through the sale of advertising-supported video, we will need our users to stream significantly more ad-supported content", the company warned in its filing. It now has 15 million monthly active accounts, and boasts 6.74 billion hours of content streamed.

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Similar concern is being raised about Roku the next tech company in line for an IPO on Thursday. (NASDAQ: AMZN)'s Fire TV and Apple Inc.

Even though CEO Wood isn't anxious about his company's ability to compete, investors will have to decide if Roku's market share and option-oriented platform are enough to set the streaming device maker apart. Roku has also seen increasing competition from companies like Apple, Google and Amazon, which all sell their own streaming TV devices. Where Google, Amazon, and Apple are blocking rival services and products-Google recently pulled its YouTube video Service from Amazon's Echo Show device, and Netflix was not initially included in one of Apple's TV apps-Roku offers its users a wide range of streaming options. Earlier reports suggested that the company had been targeting a $1 billion market cap.

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