Roku would seem well-positioned to change that. Its boxes are the biggest dedicated media-streaming devices in the U.S., accounting for 44 percent of the industry’s sales, according to Parks Associates. Apple TVs (AAPL) made up 26 percent of sales. Roku owners are also more likely than Apple TV owners to use their devices for over-the-top services such as Netflix. Televisions potentially hold greater appeal because they integrate the cable and Internet viewing experiences. On the other hand, it’s a bigger hassle to replace a TV once the software goes out of date, or the processor becomes obsolete within 18 months of the initial purchase. Roku says it will update the software regularly, but the company acknowledges that it can’t do much about the inevitable physical obsolescence of its machines.

From the article "How Roku Hopes to Move From Boxes to TVs" by Joshua Brustein.

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