Last Updated: May 14, 2025
Roku respects and values the privacy of our users. This Privacy Policy describes the information that Roku, Inc. and our affiliated companies other than Frndly TV, Inc., TOH Intermediate Holdings, LLC and the subsidiaries of Frndly TV, Inc., and TOH Intermediate Holdings, LLC (“Roku,” “we,” or “us”) collect about consumers (“you” and “your household”) and how we use and disclose that information.
Scope of this Privacy Policy
This Privacy Policy applies to information collected by Roku through the “Roku Services”, which includes: Roku's websites (“Roku Sites”), Roku’s products and certain other products utilizing Roku’s streaming platform or operating systems (including Roku players, Roku TV models, Roku Smart Home devices, speakers and other audio-enabled products) (collectively, “Roku Devices”), Roku’s mobile apps (including the Roku Mobile App and Roku Smart Home App), Roku branded apps like the Roku Media Player and The Roku Channel (“Roku’s Channels”), Roku’s advertising services, Roku emails and newsletters, and Roku’s accounts on third-party social networking sites.
Using our products and services, you can access apps provided by other companies (“Third-Party Channels”), including hybrid broadcast broadband (“hbbtv”) channels that may be available in your region. When you install, access or stream one of these apps, you are also interacting with that app directly, and the app provider and its analytics and advertising partners may collect information from your Roku Device, including your device identifier and how you use their services. In addition, Roku’s Channels may also be available on platforms operated by other companies, including smart TVs, set top boxes, streaming devices, gaming devices, mobile devices or other internet connected devices. This Privacy Policy does not cover the actions and privacy practices of these app providers, platform operators or their partners. For more information about how these companies use your data, please see their privacy policies.
Part I. Information Collection
Information is collected from or about you from various sources, as described below.
A. Information You Provide
1. Registration Information
When you sign up for a Roku account, we ask for information such as your name, email address, postal address, telephone number, birth date, tax ID (for users in certain countries), gender and other demographic information. We also may collect similar contact information if you register to use or receive other products or services offered through Roku, such as when you register to receive copies of blog posts.
When you subscribe to a streaming service from another provider through the Roku Services (e.g., when you subscribe to a streaming service on Roku Sites or within The Roku Channel, or to a Third-Party Channel on a Roku Device), your Roku account registration information may need to be collected by the provider to create an account with that service. For more information about how these providers will use your data, please see their respective privacy policies.
2. Purchase, Payment and Shipping Information
When you add a credit card or payment method to your account or place an order with us, we will also collect your payment information and billing address, and if you make a product purchase, other information that may be needed to complete your purchase, such as your shipping address, tax ID or other verification information.
We connect you with merchants who partner with us to offer goods and services for sale on the Roku Services, through features such as shoppable ads. If you interact with a shoppable ad or if you choose to make a purchase on the Roku Services from these participating merchants, they and their partners will also collect information about you or information you provide, including your name, billing address, shipping address, email address, phone number, and payment information, to process the transaction, fulfill and ship your order, and for other purposes. You should review the privacy policies of the companies with whom you choose to transact with to understand how your data will be used by them. Roku will also collect your purchase information.
3. Other Contact Information
If you use product features with text messaging or email, Roku will also collect the phone number, email address, and any other contact information you provide to communicate with you in accordance with your account preferences and device or service settings. You may modify your Roku communication preferences and settings at any time by updating this information in your Roku account, in the relevant Roku mobile app, or certain device settings. Please consult the relevant online support documentation here for more information.
4. Communications
If you contact us directly, we will receive additional information you provide, such as your name, email address and phone number, and the contents of any message or attachments that you send to us. You may also provide us with information if you subscribe to marketing communications from us or to obtain content such as product information, whitepapers and reports. If you message other users on the Roku Services like Roku Community, we will receive the contents of those messages.
5. Information You Provide About Others
We also collect the personal information of other people. For example, if you invite or refer our products or services to families and friends by providing their names or email addresses, or if you provide the postal addresses and other contact information of recipients for gift purchases. Personal information about other people may be collected and used when you use Roku Smart Home devices and services. For instance, your Smart Home Devices may capture videos, images or voice content of other individuals.
We rely on you to obtain any required permissions in advance to allow us to collect their personal information.
6. Uploaded Files
Roku collects any files, including photos, videos or audio files, that you choose to upload to the Roku Services.
7. Comments, Reviews and Feedback
You can provide comments, reviews and feedback on Roku Sites (e.g., Roku’s developer forums, blogs, message boards, community pages), and accounts on third-party social networking sites. Information posted in these venues may be available to the public. Please be mindful of your own privacy needs and those of others as you choose what to disclose and make public. We cannot control the privacy or security of information you choose to make public.
B. Information Collected Automatically Through the Roku Services
1. Device Information
We may receive information about the browsers and devices you use to access the Internet, including our services, such as device types and models, unique identifiers including advertising identifiers (e.g., for Roku Devices, the Advertising Identifier associated with that device), MAC address, IP address, operating system type and version, browser type and language, Wi-Fi network name and connection data, and information about other devices connected to the same network. We may also gather the WiFi MAC addresses, country code, and broadcast signal strengths of your router and other Wi-Fi routers in your area. For Roku Devices, we may also collect the name of the retailer to whom your Roku Device was shipped, various quality measures, error logs, software version numbers, and device status (including the status of battery-powered accessories). When you enable Bluetooth while using Roku Services, we may collect your Bluetooth usage, such as connection quality, the name of the device connected to your Roku Device, and the start and stop time of your connection.
We may infer your general location information and internet service provider from the device information we collect (for example, IP address and MAC address may be used to infer your geographic area). You may also choose to provide your location to enhance the functionality of your Smart Home Devices.
2. Information from Cookies and Similar Technologies
We and our business partners, such as analytics and advertising partners, collect information about your online activities over time and across different online services. For example, we use cookies, pixel tags, web beacons, SDK, device identifiers or similar technologies to recognize you when you use Roku Services, and to collect information such as the number of visits, which features and pages are popular, and to measure your browsing activities. These technologies allow us to optimize the operation of our services, including by allowing us to ensure our services are functioning properly, improve and personalize the services, and to provide, personalize, and measure advertisements.
Similarly, we and our third-party service providers use e-mail tracking technologies to monitor the success of e-mail campaigns (for example, to track whether an email was opened and record how many e-mails in a campaign were opened).
3. Activity, Location, and Usage Information on Roku Services
We receive information about your interactions with the Roku Services, such as your browsing history, search history, search results, audio information when you use voice-enabled features, interactions with content and ads, interactions with other features of our platform, and settings and preferences. When you access streaming services on a Roku device or Roku’s Channels on other devices, we may collect information about your activities, like the apps you install or access (including usage statistics such as what apps you access, the time you access them, and how long you interact with them), and information about the videos and other content you select and stream within these streaming services.
When you use a smart TV with our operating system (e.g., a Roku TV model) with the Smart TV Experience enabled, we use Automatic Content Recognition (“ACR”) technology to collect information about what you watch or access (e.g., the programs, video games, ads and channels you viewed or accessed, and the date, time and duration of the viewing or access) via your TV’s antenna, cable box, game console, media player or other devices connected to your TV, and we may also collect additional information about the videos and other content you stream. The data collected while the Smart TV Experience is enabled may vary depending on your TV’s model and when you enabled the Smart TV Experience. For information specific to your TV, please see the Privacy > Smart TV Experience section of your TV’s settings menu. If you disable this setting on your TV, Roku will not use ACR on that TV, but Roku still receives information about your interactions and streaming activities on that TV through other methods.
If you use the Roku Media Player to view your video or photo files or listen to your music files, Roku will collect data about the files viewed within the Roku Media Player, such as codecs, and other metadata of the local files you play through the Roku Media Player.
If you use Roku’s mobile app as a remote control or to otherwise interact with another device, we will collect the device identifier of the device with which the mobile app interacts.
Roku's Advertising Services
Through Roku’s advertising services, we receive information about when, where and how an ad was displayed, and other contextual information about when the ad was served, and your clicks and any other information you provide when you interact with the ad (such as your phone number in order to receive a coupon code, your zip code to find an advertiser’s closest locations or information related to the purchases you make through our shoppable ads). For example, when Roku provides advertising services in Third-Party Channels, Roku receives information related to the ad.
When you visit websites, apps, streaming services, and connected devices (including Smart TVs and mobile devices) to which Roku provides advertising or measurement and analytics services, we may receive information about your activities, including information related to content you view, the date and time of your visits, how you interact with these websites, apps and devices, and how you interact and respond to ads. If our advertising partners choose to disclose this information to us, we will also receive other information connected to your interactions with these ads or advertisers, such as your name, email address, phone number, postal address, IP address, user agent and other online identifiers (such as any subscription ID or advertising IDs) that the advertiser has associated with you. For more information about how these advertisers use your data, please review their privacy policies.
4. Information We Receive from Third Parties
We collect information about you from other sources for the purposes described in Part II of this Privacy Policy, including to provide you a tailored user experience and advertising that may be of interest to you. For example, we may collect information from the following sources:
We may also receive your personal information from other individuals if they have referred you as described under Part I, Section A(5), above.
5. Information Collected by Streaming Service Providers
If you install, access or use a streaming service through us (such as a Third-Party Channel or third-party streaming service within The Roku Channel), or if you conduct a voice search in one of these services, or when you access these apps through any available hbbtv features on your Roku TV model's remote, you may also be interacting with that provider directly, and the provider and its advertising partners may collect information about your Roku Devices (including unique identifiers, IP addresses, and device settings like language and time zone) and your usage of their service (e.g., videos, ads and other content you search, select and stream within their service, and audio information when you use some of the voice-enabled features). These streaming services may collect some of the information described in this section when their app is installed but not actively streaming.
These streaming services may also receive your Roku account registration information (if you choose to subscribe to their service), and information about your interactions with the Roku Services, as further described in Part III, B below. You should review the privacy policy for the streaming service you want to install or stream to understand how your data is used by that provider.
6. Information Collected by Providers of Linked Accounts
If you link your Roku Device or Roku account to a non-Roku service (e.g., Google Photos, Alexa and Google Assistant), you are choosing to have the provider of that service collect information about you and your Roku Device, which may include device type and name, device identifiers, its state (e.g., whether the device is powered on, whether the device is playing video), names of installed streaming service apps, and the names of your device HDMI ports. If you direct a virtual assistant to display content (such as the feed of your Roku home security camera), you are authorizing Roku to provide that information to the virtual assistant provider to carry out your request. For information about how these providers use this data, please review their privacy policies.
7. Information Collected by Third-Party Platforms and Devices You Use to Access the Roku Services
If you access our services, such as Roku’s Channels, on platforms and devices operated by other companies, including third-party smart TVs, streaming devices or mobile phones, these companies may also collect information about you. You should review the privacy policy for these companies to understand how your data is used by them and their partners.
Part II. Information Usage
We may combine the information we collect about you and use it to derive other information and inferences about you. We use the information we collect and derive for the following purposes:
Part III. Our Disclosure of Information
A. Service Providers and Vendors
We work with other businesses (including contractors and service providers) to provide services for us and to help with our operations, which may require that they access and use your information. For instance, we may use other companies to communicate with you (including via telephone, email, or letter) about our products or services, to send information to you, to process and collect payment via your credit card (if applicable), to provide customer support and other services (including any chat feature managed by our service providers, who will receive your communications through the chat feature), to obtain additional data about you, and to perform analytics and other work that we may need to outsource -- such as using Google Analytics to collect and process certain analytics data for Roku Services. These analytics services may also collect information regarding your use of other companies’ websites, apps, online services, and devices. You can learn about Google’s practices by going to https://www.google.com/policies/privacy/partners, and opt out of them by downloading the Google Analytics opt-out browser add-on, available at https://tools.google.com/dlpage/gaoptout.
B. App, Content and Feature Providers
We may disclose personal information with partners whose services are available through the Roku Services such as providers of Third-Party Channels, media content, or other services on the Roku Services. This information may include Roku account registration information, and information about your interactions with these providers, their services and the Roku Services, and it is disclosed for different purposes, including for reporting and analytics, helping you subscribe to apps or access paid content, providing services to you, tailoring your user experience, customizing your searches and discovery, and personalizing ads to you.
C. Advertisers, Ad networks and other Advertising Partners
We work with ad networks and other advertising partners to show you ads that we think may interest you for Roku’s products and services on Roku Services and on other companies’ websites, apps, and devices. We also work with them to show you ads from advertisers on Roku Services and on other companies’ websites, apps, and devices. We disclose information to these ad networks, advertising partners and our advertisers, and they may set and access their own cookies, pixel tags and similar technologies on the Roku Services and they may otherwise collect or have access to information about you which they collect over time and across different online services and devices.
D. Advertising Measurement Providers and Services
We work with advertising measurement providers and their service providers to help us and our advertisers understand information about the content and ads viewed, and the effectiveness of ad campaigns, including the audience that saw their ads and how they responded. We may also disclose your demographics data and audience segments (e.g., sports fans, sitcom enthusiasts, cord cutters, etc.) with advertising measurement providers and their service providers.
Roku, through its advertising services, provides measurement and analytics solutions to other companies. In providing these services, we analyze and reorganize ad campaign data from these companies and provide analytics reports to help them better understand the audience that viewed the company’s ads and whether those viewers belong to the same household.
E. Third-Party Platforms and Devices You Use
If you access our services, such as Roku’s Channels, on media streaming devices or mobile devices from other companies, we may disclose certain information to them, including information about your interactions with Roku’s Channels and their content, IP address, device identifier, and user privacy settings to coordinate on the provision of services to you, tailor your user experience, and personalize ads to you.
F. Participating Merchants
If you buy goods or services on the Roku Services, we may need to disclose information about you and information you provide to the merchant to process the transaction, fulfill and ship your order, and for other purposes.
G. Corporate Affiliates
We may disclose your information to our current or future affiliates (which means a parent company, and any subsidiaries, joint ventures, or other companies under common control), in which case we will require our affiliates to honor this Privacy Policy.
H. Consent
We may also disclose personal information, including personally identifying information, with your consent, for example, when you agree to our provision of your personally identifying information to other third parties for their own marketing purposes, subject to their separate privacy policies.
I. Merger, Sale, or Other Asset Transfers
We may also disclose your information to others in connection with or during negotiation of any merger, financing, acquisition, bankruptcy, dissolution, transaction or proceeding involving sale, transfer, divestiture or disclosure of all or a portion of our business or assets to another company.
J. As Required by Law and Similar Disclosures
We may also disclose your information (1) to comply with laws or to respond to lawful requests and legal process, (2) to protect the rights and property of Roku, our employees, agents, customers, and others, including to enforce our agreements, policies, and terms of use, (3) in an emergency to protect the personal safety of Roku, its employees or customers, or any person, or (4) to investigate, prevent, or take action regarding illegal or suspected illegal activities.
K. Aggregated or De-Identified Information
We may also disclose aggregated or de-identified information (i.e., information that does not personally identify you directly), or statistical information about you, including demographics data and audience segments (e.g., sports fans, sitcom enthusiasts, cord cutters, etc.), to others for a variety of purposes, including for their own uses, for example, for improving their products and services for us and others, and to make ads more relevant to your interests.
L. Other Users of the Roku Services
We may disclose your information to other users of the Roku Services at your request, or when you use certain features of our products and services. For instance, if you post comments or publish a review of a Roku product on the Roku Sites, other users of the Roku Sites will be able to read your review. If you upload content for access by others, including comments, videos or audio files, to the Roku Services, or if you grant access to your Roku Devices, these content and devices will be viewable by other users. If you direct message another user through the Roku Services, then we will disclose your message and your user ID to that user.
Part IV. Information Access and Choices
A. General Requests
If you have a Roku account, you may view and update certain contact and billing information we have about you by logging into your account on Roku.com. If you otherwise wish to ask for access, correction, or deletion of any of your personal information held by us, please click here. However, we may decline requests that are unreasonable, prohibited by law, or are not required to be honored by applicable law.
B. Email Marketing Choices
Our marketing emails tell you how to opt out of receiving further marketing emails. If you opt out, we may still send you non-marketing emails, such as emails about your accounts and our business dealings with you, and, as allowed by applicable law, requests for your participation in surveys. You may also opt out of receiving marketing emails from us by unchecking the box here.
C. Personalized Advertising Choices
If you are logged in to your Roku account, you can manage your preference for personalized ads from Roku by adjusting the “Personalized Ads” setting in your account. You can access this setting in the Privacy section of the Settings menu of your Roku players and Roku TV models, or on our website here. When you disable this setting, we will not personalize your ads while you are accessing our services using your Roku account. You will still see ads, but they will be less relevant to you. Ads you see can still be “contextual” – for example, they can be based on the subject matter of what you are viewing or the time of day. If you are streaming a Third-Party Channel on a Roku player or Roku TV model, that app may not respond to this setting. It may offer its own settings to address ad personalization and you should review the privacy policy provided by the Third-Party Channel to understand your choices. You can also reset the Advertising Identifier of your Roku player or Roku TV model by choosing “Reset Advertising Identifier” in the device settings.
If you use Roku’s services without logging into your Roku account, or if you access other websites, apps, or devices where Roku provides advertising services, you can exercise your choices below. Each of these opt-out mechanisms below opts you out of Roku’s personalizing of ads only for that specific device or browser and will not affect activities or personalized advertising on other browsers or different devices.
on websites by accessing the opt-out here;
on mobile apps by using any limit ad tracking settings offered by your mobile operating system; and
on Smart TVs, set top boxes, media streaming devices and other OTT platforms from other companies by using any limit ad tracking (or similar) settings offered by that platform, if one is available.
You can opt out of personalized ads from third parties on the Roku Sites through our opt-out tool included in Roku’s cookie policy here. This tool opts you out of personalized advertising only for the specific browser from which you opt out and will not affect activities or targeted advertising on other browsers or different devices.
D. Choices Regarding “Smart TV Experience” and Automatic Content Recognition (ACR) on Roku TV Models
If you would like to disable the Smart TV Experience on your Roku TV model, please visit your Roku TV model’s Settings menu (Settings > Privacy > Smart TV Experience) and de-select “Automatic Content Recognition (ACR)”.
E. Voice Feature Choices
Visit the Settings menu of your Roku Device with voice-activated features (under Settings > Privacy > Voice) for controls regarding apps’ access to the microphone on your remote control or mobile device. You can also disable Roku’s retention of voice recordings captured on your remote control or mobile device by logging into your account on Roku.com and visiting the Voice Settings page. For Roku remotes with a hands-free voice feature, you can disable that feature. Please refer to the product information accompanying these remotes or our support website for further instructions.
F. Smart Home Device Data
If you own a Roku Smart Home device, you can manage device settings and the retention and transfer of device content from the Roku Smart Home Mobile App and/or the Roku Smart Home webpage. You may be asked to provide video and audio recordings to help Roku and its partners improve their products and services but are not required to provide consent.
Part V: Data Storage, Transfers and Security
A. Security: We use industry-standard methods of securing electronic databases of personal information. However, you should know that no company, including Roku, can fully eliminate security risks associated with personal information. To help protect yourself, please use a strong password, do not use the same password to access your Roku account that you use with other accounts or services, and protect your usernames and passwords to help prevent others from accessing your accounts and services.
B. Transfers: Roku is a global company with affiliates, varied business processes, management structures and technical systems that cross borders. Information collected by Roku or on our behalf may be stored on your Roku Devices, on your mobile device if you use Roku’s mobile apps, or on our servers, and may be transferred to, accessed from, or stored and processed globally in any other country where Roku or its service providers maintain facilities or call centers, including jurisdictions that may not have data privacy laws that provide protections equivalent to those provided in your home country. While such information is outside of your country of residence, it is subject to the laws of the country in which it is held, and may be subject to disclosure to the governments, courts or law enforcement or regulatory agencies of such other country, pursuant to the laws of such country. We will protect all personal information we obtain in accordance with this Privacy Policy and take reasonable steps to ensure that it is treated lawfully.
C. Retention: Personal information we collect may be retained for as long as needed to fulfill legitimate business purposes, including the purposes outlined in “Information Usage” under Part II, or for a time period specifically required or allowed by applicable regulations or laws.
Part VI. Modifications
We may amend this Privacy Policy at any time by posting the amended version on the applicable Roku Site or by providing such notice about or obtaining consent to changes as may be required by applicable law.