Roku HQ - Justin Sullivan / Getty Images file

Fox Bought Roku. Here’s What It Changes for Your TV Ads

Fox just bought Roku. If you run connected TV ads, your buying landscape is about to get more concentrated. Nothing changes tomorrow, but it’s worth understanding now.

What happened

On June 15, Fox agreed to acquire Roku for about $22 billion in cash and stock, at $160 per share. The deal pulls together Fox’s sports and news, the Tubi free streaming service, Roku’s operating system, and data from more than 100 million streaming households. Fox expects it to close in the first half of 2027, pending shareholder and regulatory approval.

Why it matters

Roku isn’t just a device. It’s the screen many people see first when they turn on the TV, and it accounted for about 44% of CTV viewing hours at the end of 2025. That’s more than Amazon’s Fire TV, Samsung, or Apple TV! Combine that reach with Fox’s content and audience data, and you get one company that controls the inventory, the targeting, and the measurement.

For advertisers, that points to a few shifts:

  • More of your CTV budget will likely run through fewer gatekeepers. Is a DSP still needed?
  • First-party data gets more valuable and more locked inside the platforms that hold it.
  • CTV can’t be treated like just another video buy.

The deal still needs approval and won’t close for months. But this is a good time to look at how much of your video spend flows through Roku and Tubi, and to ask questions about data and measurement when you plan your next flight.

I’m watching this one closely, as I use VIBE.co for CTV ads, and I’ll be watching what happens next. Stay tuned…