Sometimes the company is a pioneer, such as when it added a headphone jack to its remote so users could listen to shows or music without disturbing others in their home. Other times, as with voice search, which previously was available on Amazon's Fire TV box, and with Roku's Chromecast-like streaming stick, it's been a quick follower.

"Roku is one of the few players in the space that this is all they do," said Barbara Kraus, an analyst who covers the streaming media player market for Parks Associates, a market research firm. "It's very important for them to stay on top of the field through a variety of methods." 

From the article "Wolverton: Plucky Roku updates streaming gadgets in battle with big boys" by Troy Wolverton.

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