Bulls point to the platform's dominance Amid a softer macroeconomic environment, a situation worsened by high inflation and rising interest rates, Roku still posted solid gains in key metrics. According to the management team, Roku has a leading market share among smart-TV operating systems in North America, so it should benefit over time as more ad dollars shift to connected TV. The business posted a gross profit loss in each of the past seven quarters in its hardware segment, losing money any time a customer buys Roku's media players.