Roku and Apple TV are OTT streaming services, they are being increasingly adopted as the cord-cutting trend increases. Predictions indicate that by the end of 2026 75% of US households will no longer be using pay TV.
On the other hand the OTT services will have a penetration rate of 78.62% by the year 2029. In this booming industry, the barriers to entry are low with complete control over your profits.
With multiple streaming revenue options, the global OTT market was valued at approximately $316.76 billion in 2024 and is projected to reach around $2.82 trillion by 2034.
In this blog, we will explore the difference between Roku vs Apple TV, helping you decide the best platform to build your OTT app.
Roku vs Apple TV
- Approximately 14 new apps are added to the Roku Channel Store each day, with around 422 new apps released in March 2025 alone. The platform now hosts over 27,000 apps in total.
- As of September 2024, the Apple TV App Store (tvOS) features approximately 18,096 apps. On average, 1 new app is launched daily on the platform, resulting in about 54 new apps per month.
Key Takeaways
- Roku vs Apple TV is a common comparison for anyone exploring streaming device options. Roku offers a wide range of budget-friendly devices starting from $17, while Apple TV provides premium models starting at $129, focusing more on delivering a premium experience.
- Apple TV is better suited for Apple users, as its ecosystem offers interoperability with Apple devices. In contrast, Roku is more suitable for mixed-device households.
- Apple TV delivers an ad-free, sleek interface with strong privacy policies. Roku, although easy to navigate, displays home screen ads and collects user data for targeted advertising.
- Both support major streaming platforms, but Apple TV gives access to Apple Originals, Arcade, and Fitness+, while Roku offers a vast app library and free content via The Roku Channel.
- Both are viable platforms for launching OTT apps via white-label solutions like Webnexs, making them suitable for content creators and businesses looking to enter the streaming market quickly.
What is Roku TV?
It is an OTT streaming service provider where the streaming platform is directly built into the smart television, which eliminates the need for a separate Roku streaming device. Content can be streamed over the internet from applications such as Netflix, Hulu, Amazon Prime Video, and various others.
The streaming device comes in different ranges based on feature enhancements:
- Roku Streaming Stick
- Roku Express
- Roku Ultra
- Roku Smart TVs
In the Roku vs Apple TV comparison, one notable difference is how the companion apps function. The Roku mobile app acts as a remote for the Roku device, in contrast to Apple’s independent TV app.
It can be used to:
- Use voice search or keyboard input
- Cast the media content from your phone
- Private listening
- Browse and add channels to the Roku device
- Access the Roku Channel for free content
What is Apple TV?
It refers two things namely:
Apple TV app:
A software platform that can be used to stream video content. It is a central hub for streaming Apple originals.
Apple TV device:
A digital media player and streaming box that can be connected to the TV via HDMI for streaming content over the internet.
How does Roku TV work?
- Roku Operating System: It runs on Roku’s proprietary operating system.
- Roku Channel Store: It’s a central content library from which streaming apps and channels can be installed.
- Remote Control: The platform can be navigated, volume can be adjusted, and channels can be changed. The mobile application also functions as a remote control.
- Roku Account: Not mandatory for using the platform but it provides a personalized experience by allowing syncing of devices and managing subscriptions.
- Streaming Content: Content can be streamed, although the available features and stream quality vary depending on the model.
How does the Apple TV work?
- Apple TV Operating System (tvOS): It runs on Apple’s proprietary operating system.
- Apple TV App: It’s a central content library from where purchases can be made, Apple TV+ content can be subscribed to, and third-party platforms can be accessed.
- App Store: It is a content bank from where apps can be downloaded, it is designed for the TV interface.
- Remote Control: The platform can be navigated, volume can be adjusted, channels can be changed. Additionally, the platform can be accessed using the touchpad.
- Siri Integration: The platform can be controlled using voice commands and Siri will execute the functions.
- AirPlay: It allows wireless streaming from Apple devices onto the TV platform.
- Integration with Apple Ecosystem: Interoperability enables the devices within Apple’s ecosystem to act as remotes.
- Content Streaming: Streaming the content can be done from Apple TV+, purchases from iTunes, third-party streaming services, or live TV services.
Roku vs Apple TV: Differences
1.Roku vs Apple TV: Device Options
Roku:
Multiple models are offered:
- Roku Express
- Roku Streaming Stick 4K
- Roku Ultra
- Roku Streambar
Apple TV:
Offers two models:
Apple TV HD
Apple TV 4K
2. Roku vs Apple TV: User Interface & Experience
Roku:
- Easy navigation with an intuitive interface.
- Ads are present on the home screen, except on Roku Ultra.
- Customizable channels.
Apple TV:
- Sleek and polished interface with smooth animations.
- No ads on the home screen.
- It works with tvOS, lets users download apps, activates Siri for voice search, and is compatible with AirPlay.
3. Roku vs Apple TV: Remote Control Features
Roku:
- Basic remote with shortcut buttons.
- Higher-end remotes offer voice control, headphone jack for private listening, and TV power & volume control.
- The mobile app is also a remote.
Apple TV:
- Includes a touch-sensitive Siri Remote, provides precise frame-level navigation, supports voice commands through Siri, and is capable of controlling the TV.
- Supports motion control in games.
4. Roku vs Apple TV: App & Content Availability
Roku:
- Supports thousands of streaming apps.
- Some region-specific apps may vary.
- Offers a free ad-supported channel called The Roku Channel.
Apple TV:
- Supports most major streaming apps.
- Comes with exclusive access to Apple TV+.
- Apple Arcade and Fitness+ are available.
- Better integration with iTunes-purchased content.
5. Roku vs Apple TV: Voice Assistant Integration
Roku:
- Supports Roku Voice, Alexa, and Google Assistant.
- Can control playback, search content, and launch apps.
Apple TV:
- Uses Siri for voice control.
- Deep integration with Apple services.
6. Roku vs Apple TV: Streaming Quality & Performance
Roku:
- Offers 4K, HDR10, and Dolby Vision.
- Good performance for the price.
- Some models support Ethernet and USB ports.
Apple TV:
- 4K, HDR10, Dolby Vision, and Dolby Atmos.
- Superior performance and processing power.
- Ethernet and Thread support.
7. Roku vs Apple TV: Ecosystem Integration
Roku:
- Works well with Android and iOS devices.
- Good choice for households with mixed device preferences.
Apple TV:
- Tight integration with iCloud, AirPlay, iPhone/iPad/Mac, HomePod, and HomeKit.
- Offers handoff and second-screen support.
8. Roku vs Apple TV: Gaming Support
Roku:
- Basic games are available.
- Not suitable for advanced gaming.
Apple TV:
- Supports Apple Arcade with controller support.
- Supports casual-to-mid-level gaming.
9. Roku vs Apple TV: Privacy and Data Collection
Roku:
- Tracks user data and displays targeted ads.
- Allows some control over ad tracking.
Apple TV:
- Apple has a strong reputation for privacy-first policies.
- No ads and minimal data tracking.
10. Roku vs Apple TV: Storage Capacity
Roku:
- Minimal onboard storage.
- Primarily a streaming-only device.
- No expandable memory options.
Apple TV:
- Offers 64GB and 128GB.
- Apps, games, and offline content can be downloaded.
- Ideal for Apple Arcade and intensive app usage.
11. Roku vs Apple TV: Software Updates
Roku:
- Offers regular firmware updates.
- Interface changes are gradual and functional.
Apple TV:
- Uses tvOS, updated alongside iOS.
- Offers regular feature upgrades, security patches, and system-wide enhancements.
12. Roku vs Apple TV: Smart Home Integration
Roku:
- Works with Alexa and Google Assistant.
- Allows smart home integration.
Apple TV:
- Acts as a HomeKit hub.
- HomeKit-enabled smart devices can be controlled remotely.
- Integrates with smart home protocols.
13. Roku vs Apple TV: Screen Mirroring & Casting
Roku:
- Supports Miracast and screen mirroring from Android and Windows.
- Limited AirPlay support.
Apple TV:
- Best-in-class AirPlay for iPhone, iPad, and Mac.
- Enables direct casting of audio, video, and screen mirroring.
14. Roku vs Apple TV: Accessibility Features
Roku:
- Supports voice guidance, captions, and high-contrast mode.
- Accessible but limited compared to Apple.
Apple TV:
- Supports VoiceOver, zoom, switch control, color filters, closed captions, and more.
- Designed with inclusivity in mind.
15. Roku vs Apple TV: International Support & Language Options
Roku:
- Available in many countries, but not as widely supported globally.
- App availability may vary by region.
- Interface supports multiple languages but fewer than Apple.
Apple TV:
- Global support across 100+ countries.
- Supports dozens of languages, region-specific features, and localized app stores.
16. Roku vs Apple TV: Customization and Personalization
Roku:
- Allows channel arrangement.
- Offers themes, wallpapers, and screensavers.
- Less personalized recommendations.
Apple TV:
- Personalized recommendations from the Apple TV app.
- Offers integrated Up Next queue from all streaming apps.
- Screensavers include stunning drone footage and more.
17. Roku vs Apple TV: Bluetooth & Audio Devices
Roku:
- Limited Bluetooth functionality.
- Private listening only through the Roku app.
Apple TV:
- Fully supports Bluetooth audio devices like AirPods.
- Automatic switching with Apple devices.
- Allows Audio Sharing with two pairs of AirPods, and supports both Spatial Audio and Dolby Atmos.
18. Roku vs Apple TV: Commercial Use
Roku:
- Widely used in the hospitality sector.
- Offers Roku for Business features.
Apple TV:
- Used in corporate, education, and retail settings.
- Compatible with Apple Business Manager, MDM tools, and enterprise environments.
19. Roku vs Apple TV: Ads and Promotions
Roku:
- Displays ads on the home screen, including promoted channels and content.
- Targeted ads based on viewing habits.
Apple TV:
- Ad-free interface.
- No tracking for advertising purposes unless opted-in.
20. Roku vs Apple TV: Pricing
Roku Express HD
- Price: $17–$30
- Features: Easy setup, compact design, and HD streaming.
Roku Express 4K+
- Price: $27–$39
- Features: 4K streaming, HDR10+, and Dolby Vision.
Roku Streaming Stick 4K
- Price: $29–$39
- Features:Offers a voice-controlled remote, extended Wi-Fi range, 4K streaming, HDR10+, and Dolby Vision for enhanced streaming and connectivity.
Roku Streaming Stick 4K+
- Price: $69.99
- Features: Includes all features of the Streaming Stick 4K plus the Roku Voice Remote Pro with rechargeable battery and lost remote finder.
Roku Ultra
- Price: $79–$99
- Features: 4K, Dolby Atmos, HDR10+, and Dolby Vision. It includes Ethernet port, USB support, and advanced remote.
Roku Streambar
- Price: Approximately $99
- Features: Integrates a streaming device with a soundbar, offering 4K streaming and improved audio quality.
Apple TV:
Apple TV 4K (2022 Model):
- 64GB: Priced at $129, supports 4K HDR streaming with Dolby Vision.
- 128GB: At $149, includes additional storage and Ethernet connectivity.
Upcoming Apple TV 4K (2025 Model):
- Expected to launch later this year, and it is rumoured to be priced at around $99, aiming to compete with Roku and Amazon.
Building your Roku or Apple TV app with Webnexs
Building your Roku or Apple TV app in a white-label solution is the fastest way to bring your streaming service to the market. With Webnexs, you don’t need to worry about the technical details, as our expert team handles everything from design to launch.
We help you create a stunning, branded app that works smoothly on both platforms, supports video monetization, and gives your audience a top-tier viewing experience. Whether you’re a content creator or a business ready to grow, we offer a complete solution to launch and scale your streaming platform with confidence.
Wrapping up
While Apple TV comes at a more premium price than Roku TV, the higher cost may be justified by its superior hardware, refined software, seamless integration, and a tightly knit ecosystem. Ultimately, the right choice is highly subjective and depends on your personal requirements.
Roku TV is a great option if you’re looking for a straightforward streaming setup at an affordable price. More importantly, if your current gadget ecosystem is not centered around Apple products, Roku might be the better choice. Even if you opt for Apple TV, without Apple-specific devices, you won’t fully experience the features that make the Apple ecosystem so appealing.
It is a choice that must be made when considering Roku vs Apple TV. Both cater to different audiences, you should pick the ideal one based on your budget, device compatibility, and the level of feature-rich experience you seek.
