For decades, television was the ultimate brand-awareness machine and little else. You bought the spot, hoped the right eyeballs landed on it, and moved on. No signal came back. Now, according to one Roku executive, that era is definitively over.
More Americans now watch television via streaming than through traditional linear broadcast. “Performance on CTV today really means possibilities,” said John Rogers, director, global programmatic partnerships, Roku, in a video interview with Beet.TV at Beet Retreat San Juan.
Combined U.S. TV and CTV ad spending is projected to approach $100 billion by 2027, with CTV accounting for virtually all incremental growth. So, the money is moving – the question is whether the measurement and accountability infrastructure can keep pace.
Defining what outcomes actually means
Ask 10 advertisers what “outcomes” means and you will get ten different answers. Rogers framed Roku’s role less as outcomes arbiter and more as infrastructure provider. “It’s as much about enablement for our advertisers,” he said. “It’s up to them to define what they are.”
In practice, Rogers said the metrics that surface most often are return on ad spend, brand lift, and site visits. Those three data points span the funnel, from mid-funnel awareness to lower-funnel conversion, suggesting that CTV’s performance credentials are no longer confined to a single campaign objective.
Underpinning all of this is a deeper integration with the measurement ecosystem. Rogers pointed to expanding partnerships with demand-side platforms and third-party measurement companies as central to Roku’s ability to deliver on those varied definitions of success. Roku has also been building out its own data infrastructure: the company unveiled a data cloud collaboration suite designed to let advertisers leverage Roku’s proprietary TV data for planning, optimization, and campaign measurement.
Scale that rivals the Super Bowl, daily
Roku’s core argument to skeptical advertisers rests heavily on scale. “We have 125 million people a day logging into our platform,” he said. “That’s Super Bowl reach every day.” Those users return to the platform an average of 24 times per month, a frequency that suggests habitual engagement rather than occasional dipping.
That logged-in user base is central to Roku’s data story. Because virtually every viewer is authenticated, the platform can tie ad exposure to real-world outcomes with a precision that linear television never allowed. “The accuracy with the data that we have, and then co-mingling that data with our advertising partners, really gets us scale and accuracy both,” Rogers said.
Roku’s own projections suggest the platform will be present in more than 100 million U.S. homes this year, a milestone that would cement its position as one of the largest single points of entry into American television viewing.
The company has been expanding its hardware lineup, launching new Streaming Stick devices in April 2025, and adding content partnerships, including the addition of FOX One, bringing live sports and news to the platform.
You’re watching coverage from Beet Retreat San Juan 2026, presented by Alliant and TransUnion. For more videos from this series, please visit this page.
