When people think about streaming devices, Roku often comes first. It’s the dominant platform in the US market, which makes it an important advertising channel for law firms building CTV strategies.
Why Roku Matters
Roku commands the largest market share of streaming device usage in the United States. While exact numbers shift quarterly, Roku consistently leads or ties with Amazon Fire TV as the top streaming device platform.
This matters for law firms because reaching Roku viewers means reaching a large share of streaming households. In many markets, a significant portion of cord-cutters access streaming content through Roku devices.
Roku Advertising Options
Roku offers several ways to reach its audience:
The Roku Channel
Roku operates its own free streaming service called The Roku Channel. It offers movies, TV shows, and live channels. All ad-supported. Advertising here places your spots within content on Roku’s owned-and-operated platform.
This is premium Roku inventory with high completion rates and a brand-safe environment.
Home Screen Placements
Beyond video ads, Roku offers placements on the device home screen. The interface users see when they turn on their Roku. These include banner ads and sponsored tiles that drive awareness before users even start watching content.
These placements are less common for law firms but available for awareness campaigns.
Roku OneView DSP
OneView is Roku’s demand-side platform for programmatic buying. It provides access to:
- Roku Channel inventory
- Other Roku platform inventory
- Off-Roku CTV inventory through partnerships
OneView lets advertisers run unified campaigns across the streaming ecosystem, not just Roku-owned properties. For agencies and larger advertisers, it’s a way to access Roku’s data and inventory programmatically.
Programmatic Access via Other DSPs
You don’t have to use Roku’s platform to reach Roku viewers. Major DSPs like The Trade Desk, Amazon DSP, and Google DV360 can access Roku inventory programmatically. This is how most law firms reach Roku audiences, through broader CTV campaigns that include Roku alongside other platforms.
Roku Advertising Costs
Roku CPMs align with general CTV pricing:
Programmatic access: $20-$40 CPM through DSPs Roku direct/premium: May command higher CPMs for guaranteed placements OneView self-serve: Competitive with other DSPs
For most law firms, Roku inventory is part of a programmatic CTV buy, so you’ll pay standard CTV rates rather than Roku-specific premiums. For a full breakdown of what those rates look like, see CTV advertising costs for law firms.
Targeting on Roku
Roku’s targeting capabilities include:
Device-level targeting: Reach specific Roku devices based on viewing behavior and household characteristics
Demographic segments: Age, gender, income, presence of children
Interest categories: Based on content consumption patterns
Geographic targeting: DMA, metro, and more precise geo
Third-party data: Integration with data providers for behavioral segments
First-party data: Onboard your own audience lists for targeting or suppression
The targeting is comparable to other CTV advertising platforms, household-level precision that broadcast can’t match.
Roku vs Buying “All CTV”
A common question: Should you specifically buy Roku, or just buy CTV broadly?
The case for broad CTV: Streaming viewers use multiple platforms. Someone with a Roku also watches Hulu and Peacock. Buying across the ecosystem captures viewers wherever they watch.
The case for Roku-specific: If Roku dominates your DMA, dedicating budget to Roku ensures you’re not underweight on the leading platform.
The practical answer: Most law firms buy programmatic CTV that includes Roku alongside other inventory. The DSP optimizes delivery across platforms. You don’t need to make a Roku-or-not-Roku decision. You reach Roku viewers as part of broader streaming coverage.
The Bottom Line
Roku is a major piece of the CTV puzzle. The leading device platform in most US markets. Law firms can access Roku viewers through:
- Direct buying via Roku sales
- Roku OneView DSP
- Programmatic access through third-party DSPs (most common)
For most firms, option 3 is the path. You buy CTV programmatically, and Roku inventory is part of the mix. The platform reaches Roku households alongside everyone else in the streaming ecosystem.