Last August, Parks Associates reported that Roku controlled 37% of the streaming device market in the U.S., while Amazon, Google, and Apple held shares of 24%, 18%, and 15%, respectively. All three of those companies can also afford to take losses on their streaming devices to expand their ecosystems -- a luxury Roku can't afford.
From the article "Roku Plunges: 3 Reasons to Buy, 4 Reasons to Sell" by Leo Sun.
Although it is much smaller than its rivals, Roku is the leading seller of video streaming players in the U.S. with a 37 percent share of the market, according to the research firm Park Associates....
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