Roku Holds The Title Belt, For Now, With More Than 1M Units Sold

I don’t usually post numbers without concrete data to back it up but in this case, I think it’s a safe bet to say that with the number of units Roku sold during the holidays, it now gives them over 1M devices in the market. I know for a fact that in March of 2009, Roku had already sold over 300,000 units. And in the third quarter of last year, the company was quoted in an interview as saying they had sold a “high six figures” worth of units.

I’ve been keeping an eye on Roku’s ranking on Amazon over the past two months which shows just how popular it has been and gives you an indication of just how many they sold during the holidays. For the last 42 days, Roku has been in the top one hundred best selling items in the electronics category, still ranked at number 13 today, even ahead of the 64GB iPod Touch. And in the televisions and video category on Amazon, they are the number two bestselling product.

While the company would not provide me with any data on the number of units sold and only said “we had a great holiday“, I think that would be an understatement. While 1M units is still small when compared to the Xbox 360 or PS3, those are gaming devices targeting a much different audience. Aside from TiVo which has sold more than 1M DVRs, but probably less then 1M Series 3 units, I can’t think of another broadband enabled device in the living room that is as widely adopted as the Roku.

Roku will get some serious competition this year from the Popbox as well as TV and Blu-ray players that continue to add more video platforms and content models to their hardware. But for now, Roku still holds the title belt for the most units sold in the market.


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  • Dan –
    I think unfortunately you have overshot on this one, I too thought they’d be at a million but the correct figure is between 500,000 – 1 million, closer to 500,000 as of Jan 15, 2010

  • Hey Steve, one of their executives let slip in an interview that was published that they had sold at least 600,000 units and that was from an article published around Q3 of last year. With that number, plus how many they sold during the holidays, I put the number closer to $1M.
    Simply saying the number is between 500,000 and 1,000,000 is really not an estimate since that is such a huge gap.

  • Ed

    Wasn’t it announced by their CEO that Roku had just sold over 500,000 units as of late January? The number seems to be much closer to 500k that 1M. See no reason why they would low ball a number like that.

  • XBR

    Do not know how many Roku there has been sold, but I have ROKU player and it is great things to have and watch on!